VIP customers waiting to enter the ‘Chanel Rouge Allure Pop-up Store’. /Photo=Reporter Ahn Hye- won “I see a lot of people dressed up today.” At 3 pm on the 24th, an alley in Seongsu 2-ga, Seongsu-dong, Seongdong-gu, Seoul. On a street filled with old auto parts factories and logistics centers, workers gathered and snooped around in front of one building. Among them, people said, “The atmosphere in this lane is different from usual, maybe because there is a special event.” A sign stating that only those invited to the VIP event can participate. /Photo=Reporter Kim Se-rin People who follow check-in procedures before entering the pop-up shop. /Photo=Reporter Kim Se-rin The writing on the access restriction sign at the entrance of the large building was clear: ‘Only those invited to the VIP event can enter.’ This is the ‘Chanel Rouge Allure Pop-up Store’, a pop-up beauty shop from the French luxury brand Chanel, which opened on the 22nd. Until the 28th, only VIP customers who have received an invitation and booked in advance can enter. General customers can visit starting on the 29th.
Before entering the pop-up shop, employees checked the list thoroughly. They carefully checked that the invitation had been received. VIP customers and one accompanying person were also allowed in, and the access wristbands were colored differently. A look inside the pop-up shop. /Photo=Reporter Kim Se-rin People leave test shots in the photo zone. /Photo=Reporter Kim Se-rin When I went inside the venue of the event, I could see a luxuriously decorated space. The visitors were mostly women in their 20s and 30s. Some people brought Chanel bags and accessories like Chanel earrings, while others matched the dress code to white and black. The day before, popular celebrities such as Minzy New Jeans and Oh My Girl’s YooA visited here and attracted attention.
The interior was divided into a photo zone where you can take photos with Chanel beauty products, an area where you can receive make-up services, and an area where you can try them on and buy them. What was particularly popular was the session where you could leave a social networking service (SNS) test shot. People were busy posing for pictures. A space where you can receive make-up services using Chanel beauty products. /Photo=Reporter Kim Se-rin A decorated space for tasting Chanel perfumes and cocktails. This is a VIP space only. /Photo=Reporter Kim Se-rin There was also a cocktail tasting area available only to VIP customers. One visitor said with a smile, “It feels like I’m in a European bar.” There were three flavors in total, alcoholic and non-alcoholic, and the staff introduced them as “inspired by the scents of Chanel beauty products.” A crowded space where you can buy Chanel beauty products. /Photo=Reporter Kim Se-rin Some people were caught buying cosmetics worth hundreds of thousands of won goods, including limited edition products. A store official said, “It’s hard to buy popular products because they’re sold out.”
A special gift was also given to those who completed the viewing. The gifts for VIP customers and their companions were different, and each was distinguished by a black ribbon and a white ribbon. Mr. said Kim (27), who came thanks to an acquaintance who is a VIP member, “It was amazing to see a unique space in a space away from restaurants and cafes.” He added, “On the outside, it looked like any other old factory, but when I went inside, it felt like a new world had opened up,” he said.
Kim Se-rin, Hankyung.com reporter celine@hankyung.com
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