[웨비나 Q&A 정리] 수백 건의 팝업스토어에서 배운, 성공과 실패의 결정적 차이-좋은 팝업 대행사 고르는 방법

Planning and Execution of Cultural Arts Spaces, a New Interpretation of Pop-ups: Interview with Yeo Dong-in, CEO of Respace Company

[Handmaker, Reporter Kim Je-min] In recent years, offline brand experiences have regained significant attention. While digital transformation accelerated through the pandemic, brands are simultaneously leveraging cultural and arts-based content—such as pop-up stores, experiential exhibitions, and brand events—to secure direct touchpoints with consumers. Within this trend, Respace Company, a comprehensive cultural arts event agency, goes beyond simple event management. The company focuses on visually embodying a brand’s identity and strategically planning and directing offline spaces. Respace Company successfully executes 50 to 60 pop-up stores and exhibition projects annually. By collaborating with major brands such as HYBE, SM Entertainment, Nike, ASICS, Disney+, Woowa Youth, and Musinsa, the agency focuses on creating deep connections between brands and consumers through experience-driven branding, precise target analysis, and immersive spatial direction. We met with Yeo Dong-in, CEO of Respace Company, to discuss the evolution of the spatial content industry, the new role of agencies, and his vision as a cultural arts enterprise. Introduction to the Company "Respace Company is a comprehensive event agency based on cultural and arts content. We plan and implement pop-up stores, exhibitions, brand events, and cultural projects. Rather than acting as a mere agency, we specialize in translating a brand’s narrative and message into spatial content. We handle the entire process from planning and design to construction, operation, and dismantling through a 'turnkey' method." Core Business Areas and Strengths "Our core business is the production of cultural and artistic spatial content, such as brand pop-ups and exhibitions. Our greatest differentiator is our 'Full In-house System,' where planning, design, production, construction, and operation are all handled internally. This structure minimizes conflict between tasks and allows us to quickly produce high-quality results because planners understand the site and designers have a high understanding of construction." Memorable Projects "We recently managed the planning and operation of a VVIP gala dinner for 'Glenfiddich.' Our stage design and sophisticated direction effectively impressed the brand's luxury value upon guests. This success led to our appointment for the 'Paradise Art Night' project. We also worked with Kakao Mobility to create a large-scale drive-in theater, transforming the brand identity of 'joy of movement' into a tangible cultural experience." Vision for the Future "While we have primarily focused on B2B projects, we plan to strengthen our own content brands and expand into B2C projects. I want to expand the 'Respace' spatial planning brand into a cultural arts content IP. Our goal is to become a platform that continuously expands the realm of content, connecting brands and customers not only in Korea but also globally."

왜 어떤 팝업스토어는 대박 나고, 어떤 팝업은 망할까? 리스페이스 팝업 웨비나 자료 무료 공유

*폼 작성시 무료제공 됩니다. 팝업스토어, 이제는 브랜드 마케팅의 필수 코스로 자리 잡았죠. 하지만 누구나 팝업을 연다고 성공하는 건 아니에요. 🎈 지드래곤, BTS 뷔, 아식스 등 수많은 브랜드들의 팝업을 설계해온 리스페이스가 말하는 성공 공식, 여러분은 알고 계셨나요? 팝업스토어, 정말 ‘대세’입니다. 그런데 왜 망할까요? 2024년 기준, 국내 팝업스토어 오픈 수 1,713개 성수동에서만 주당 평균 40개 팝업스토어 더현대서울 팝업 단독 매출 약 34억 (10일 기준) 숫자만 보면 화려하죠? 그런데 그 뒤에는 '망한 팝업'들이 수두룩합니다. 네이버 블로그만 봐도 ‘팝업스토어 + 지루하다 / 실망’ 같은 후기가 넘쳐나는 이유, 무엇일까요? 팝업스토어 실패, 의외로 단순합니다. ✔️ 모든 사람을 타겟으로 기획 ✔️ 적은 예산으로 최고의 결과를 기대 ✔️ 준비 부족, 계획 부족 쉽게 말해, '기획부터 망한' 경우가 대부분이에요. 그럼, 성공하는 팝업스토어는 뭐가 다를까요? 리스페이스가 말하는 팝업 성공 공식 6단계! 👇👇 1️⃣ 명확한 목적 & 타겟 설정 2️⃣ 완벽한 위치 & 타이밍 3️⃣ 차별화된 브랜드 경험 디자인 4️⃣ 예산에 맞는 합리적 기획 5️⃣ 디지털 & 오프라인 연계 전략 6️⃣ 현장에서의 고객 경험 최적화 브랜드 팝업이 고객의 ‘인생 팝업’이 되는 이유, ‘바로 여기’에 있습니다. 예산이 적다고, 브랜드 인지도가 낮다고 실패하는 건 아닙니다. **📌 인지도 낮음 → 뷰티 브랜드 첫 오프라인 팝업, 목표 초과 달성 이 사례는 ‘기획’이 전부였어요. 브랜드에 맞는 맞춤형 전략을 찾는 게 팝업 성공의 핵심입니다. “우리 브랜드에 맞는 팝업 유형은 뭘까?” 👉 팬덤형, 체험형, 캠페인형, 전시형, 판매형, 플래그십형... 팝업은 단순 전시 이상의 전략적 선택입니다. 리스트만 봐도 감이 오시죠? 잘 만든 팝업은 사람을 '사게' 만들고, 브랜드를 '기억하게' 만듭니다.** 👀 웨비나에서 공개된 실전 사례들이 궁금하다면? 이번 웨비나에서 다루지 못한 팝업스토어 실전 성공/실패 노하우를 요약 자료로 정리해놨습니다! ​📥 팝업스토어 성공 공식 요약본 받기 (무료 다운로드 / 폼제출시 제공) https://respace.recatch.cc/workflows/wrzjnmsyas # 웨비나 정보 소개 ✅ 주최사 소개 - 기업의 잠재 고객을 획득해 주는 행사 데이터 플랫폼, <이벤터스> - 세상을 바꾸는 아이디어를 콘텐츠로 만들어주는 곳, <모두의특강> ✅ 발표 기업 소개 리스페이스는 팝업스토어 기획 및 브랜딩 전문 에이전시로 문화 예술을 기반으로 팝업스토어, 행사, 이벤트, 디자인, 브랜딩 등 브랜드 마케팅에 필요한 모든 서비스를 제공합니다. 지드래곤, 아식스, 살로몬, 포켓몬 등 국내외 다양한 프로젝트를 수행하고 있습니다. ​ ✅ 행사 소개 “ 왜 어떤 팝업은 잘되고, 어떤 팝업은 망하는 걸까요? ” 디지털 마케팅의 효율이 점점 떨어지는 상황에서, 오프라인 팝업스토어는 브랜드 경험을 차별화하는 필수 마케팅 수단으로 자리 잡았습니다. 그러나 성수동에서만 주당 40개가 넘는 팝업스토어가 열리는 상황 속에서 단순히 '트렌드'라는 이유로 개최하는 팝업스토어는 예산 낭비로 이어집니다. 본 행사에서는 100회 이상의 팝업스토어 기획 경험을 바탕으로, 팝업스토어 성공의 차이를 만드는 결정적 요소를 실제 사례 기반으로 알려드립니다.특히 브랜드 인지도 상승, 제품 홍보, 매출 목표 달성 등 목적별 전략과 유형별 접근법을 통해 팝업스토어로 실질적인 비즈니스 성과를 얻는 방법을 알 수 있습니다. ​​ ✅ 추천 대상 -팝업스토어를 진행해 봤으나 기대한 성과를 얻지 못한 브랜드 -팝업스토어를 기획 중이거나 진행을 고민중인 마케터 -우리 브랜드에 적합한 팝업스토어 예산, 목적, 성과 설정이 어려운 담당자 ​ ✅ 세션 안내 - 수백 건의 팝업스토어 개최로 알게 된 팝업스토어 성공과 실패의 결정적 차이 - 팝업스토어 성공의 핵심 요소 6가지 - 팝업스토어 예산, 목적, 카테고리 분석 - 실제 브랜드별 팝업스토어 성공 사례 ​ ✅ 연사 소개 여동인 대표 현) 리스페이스 대표 2024 대한민국 팝업스토어 어워즈 수상 200회 이상의 팝업스토어 운영

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.

"Double the Passion for What You Love" – RESPACE CEO Dong-in Yeo on the Value of Space

Gaining Triple the Joy with Double the Passion... RESPACE CEO Dong-in Yeo The white business card I carefully received featured a caricature that looked exactly like him. On the back, one word caught my eye in a neat font, neither too stiff nor too soft: ‘RESPACE’. Dong-in Yeo (Yonsei University, 26), CEO of the space-sharing platform ‘RESPACE’, was a charismatic leader who exuded happiness throughout our conversation simply by doing what he loves. The company he pours his passion into, RESPACE, is a platform that connects people in need of space with the locations they require. It also serves as a company that plans and hosts cultural content programs utilizing those spaces. CEO Yeo recalled that the beginning of RESPACE was far from easy. "I once had to rent a space myself, and it was much harder than I expected," Yeo said. "Information about spaces was hard to come by, and prices were often inconsistent. Moreover, renting without formal procedures like a contract led to various issues, and I realized how difficult it was to resolve them." Yeo took his first step with RESPACE by winning an award at the ‘2013 Startup Leading University Idea Presentation: Play & Talk’ held at Yonsei University. Thanks to this, he received initial investment capital, office space, and equipment from the university, along with access to information on relevant events. Since then, RESPACE has grown in scale by experimenting with various cultural events. Starting this year, the company has officially launched its platform business (www.respace.co.kr). "In the short term, we plan to open the official platform site in December, and our ultimate goal is to make this platform accessible to a wide range of age groups," Yeo stated with bold ambition. While talking to Yeo, one might momentarily feel like they are speaking with a seasoned entrepreneur, but at his core, he is an ordinary university student. Leading a business as a student must not have been easy. "There are pros and cons to being a student CEO. When collaborating with corporations, they sometimes offer more active support because I am a student. On the other hand, because I am much younger than the representatives of those companies, it can be difficult to gain trust, which leads to challenges in the business process." He added, "While there are benefits and support available only to students, I sometimes wonder if I could run the company even better if I had experience working at a firm. To stand on equal footing with large corporations that have much more capital and experience, I have to put in twice the effort." When asked about the most important attitude for starting a business, he emphasized: "Since the greatest advantage of entrepreneurship is doing what you want to do, the goal should be passion, not just money. While some earn significant profits, it is never easy. So, if you challenge yourself with a startup, I believe you must have an unwavering belief in whether it is something you truly love and can do well." By Ki-won Moon, Student Reporter (Sungkyunkwan Univ.) Online Editor (jobnjoy@hankyung.com) Original Article: https://magazine.hankyung.com/job-joy/article/202102197733d