Innocean, HYBE opens BTS pop-up store in Bangkok

Innocean Worldwide Inc., the global marketing communications arm of Hyundai Motor Group, announced on Friday that it opened a large-scale BTS-themed pop-up store in Bangkok, Thailand, in collaboration with HYBE Co.

The pop-up store is in the Siam Paragon department store, a well-known regional landmark.

Innocean has designed the pop-up store to include an exhibition of group and individual artist portraits, a large-scale display of monochrome (black and white) pop-up themes, and a DIY product experience space.

The walls and entrance of the store are adorned with portraits of the BTS members, which also serve as a photo zone for visitors as they queue to enter.

Write to Jae-Kwang Ahn at ahnjk@hankyung.com