Why RESPACE Stands Out Amid the Pop-up Store Frenzy

RESPACE (CEO Dong-in Yeo) is emerging as a leader in the space planning field, recently gaining significant attention for the successful planning of the 'Asics' pop-up store, 'Days of City,' in Apgujeong. Despite rainy weather, the event drew an average of 1,500 to 2,000 visitors daily, thanks to its sharp planning that provided intuitive experiences like treadmill trials for the latest running shoes and posture correction sessions with professional coaches.

In an interview at the RESPACE office in Yeonnam-dong, CEO Yeo attributed the company's competitive edge to its strong planning and in-house design capabilities. About one-third of the staff are designers who participate from the initial planning stages to visualize and solidify visual concepts.

Regarding the secret to a successful pop-up, Yeo emphasized three core premises: 'Reason,' 'Goal,' and 'Target.' He noted that without clearly defining why the store is being held and who it is for, it is difficult to create an efficient and effective result, especially considering the high costs involved.

Looking forward, Yeo predicts a polarization in the pop-up market, with a shift toward maximizing effectiveness through either high efficiency or high investment. "Our strength lies in our roots in art and culture," Yeo stated. From hosting self-curated exhibitions like 'Tumbung Tumbung' in an old bathhouse to planning gala dinners for brands like Glenfiddich, RESPACE continues to expand the cultural boundaries of brands.