Samsung C&T's (028260) Fashion Group said Wednesday it is operating the first experiential pop-up store for global shoe brand FitFlop at "Stage35 Seongsu" in Seongsu-dong, Seongdong-gu, Seoul. Samsung C&T's Fashion Group has held exclusive rights to FitFlop's domestic business since September last year.
The pop-up store, which runs through August 16, is designed around the concept of "Zero Step," allowing visitors to try on FitFlop's key products and directly experience their light weight and superior comfort. Zero Step combines the "0" (zero), meaning reduced stress, with "STEP," meaning moving forward in health while wearing FitFlop shoes, conveying the idea of a space that relieves daily fatigue and restores the body's energy.
In the product zone within the pop-up store, the brand will display and sell this summer's new seasonal products of its steady sellers "iQushion," "Sola," and "Gracie," as well as the recently launched "Keith Haring Special Edition," created in collaboration with the renowned artist Keith Haring. A "DIY experience zone," where purchasing customers can make their own bracelets and anklets, has also been set up.
"This pop-up store is a space planned by combining FitFlop's brand philosophy of pursuing healthy balance with customer demand for a new wellness lifestyle," said Lee Moo-young, executive at Samsung C&T's Fashion Group. "Going forward, FitFlop plans to continue expanding its differentiated brand experience as a wellness footwear brand."
