BINGGRAE POP-UP STORE 'WISH KINGDOM'
An experiential pop-up store based on the world of Binggrae’s iconic character Binggraeus, designed to maximize brand immersion.
The space was opened on the B1 floor of The Hyundai Seoul and was fully executed in-house—from planning and design to construction and operation.
The project focused on mass accessibility and diverse content to appeal to a broad audience.
The layout included large character-based sculptures, mission-driven interactive content, and a goods zone, all strategically designed to encourage visitor participation and extended dwell time.
It stands as a representative case of creatively interpreting brand identity through spatial experience, generating strong responses across all generations through multi-layered, participatory content.
