WICKED POP-UP STORE
A pop-up store based on the universe of the musical Wicked, designed to create an immersive environment that seamlessly connects stage and space.
Launched in November 2024 at The Hyundai Seoul, the project was carefully planned to translate the emotional tone of the brand and the narrative world of the musical into a physical experience.
The space was characterized by emerald as the signature color and utilized curved walls, sculptural installations, and full-surface graphic design to intuitively convey the atmosphere of the “Emerald City.”
Visitors were able to experience the world of Wicked firsthand, while exhibition-style layouts and photo-friendly content reinforced brand messaging and audience engagement.
