Kia opens e-sports pop-up store Earth 6A3

Kia Corp. said on Thursday that it has officially launched its pop-up store of e-sports "Earth 6A3" in Seongsu-dong, Seoul. 
 
With a primary objective to boost the esports industry, the store also serves as a platform to showcase Kia's flagship electric vehicle (EV), the EV9.

The immersive exhibition takes visitors on a captivating virtual journey, immersing them in professional gaming through a meticulously crafted storytelling concept.

In a stroke of creative ingenuity, Kia unveiled the significance behind the name 6A3 - a remarkable revelation that, when rotated 180 degrees, aligns with the model name of their EV9. This clever integration underscores the seamless connection between the pop-up store and Kia's range of electric vehicles.

The store's interior has been intelligently partitioned into six parallel world spaces and three reality spaces, meticulously designed to align with the numerical representation in its name.

Section 1 faithfully replicates the real world, while Section 2 propels visitors along the path of aspiring professional gamers, and Section 3 delves into the lives of esteemed esports athletes.

The final segment, aptly named Dplus Kia, invites fans to explore and engage with exclusive merchandise actively shaped by their own contributions.

Earth 6A3 will be open to the public until the end of the month between noon and 8 p.m. Visitation requires online pre-booking and on-site entry is limited to available time slots that have not reached their capacity.

Write to Nan-Sae Bin at binthere@hankyung.com