The pop-up of Pangyo Hyundai Department Store wanted to be a space like General Idea's Reminiscence.
General Idea is a unisex clothing brand that is good at basics. Looking back on the 20th anniversary of the brand's establishment, I thought of a basic furniture design to convey the consistency of 20 years to customers.
During the 30-minute running time, I think the fashion show, which attracts a lot of people's attention, is an ideal space without flaws. With the concept of "Backstage," which is busy to raise a stage, I wanted to show the sincerity of General Idea to convey brand value to customers through this pop-up.
The act of customers entering General Idea's "backstage" walking between series of structured fixtures, selecting clothes and accessories, and fitting them is reminiscent of a model preparing in the backstage.
We expected customers who bought and came out of clothes to feel like they were wearing General Idea clothes and standing on the runway.
