29CM | apple pop-up
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Apple × 29CM “The Creators” Pop-up
Project Context
To secure exclusive rights for the iPhone 16 and iPad launches, along with unique promotional benefits, 29CM organized Apple’s first-ever pop-up store in Korea. This initiative aimed to elevate 29CM’s brand positioning and strengthen its relationship with Apple, ultimately leading to the opening of Korea’s second Apple-dedicated online store after Coupang.
Strategy & Direction
The pop-up, themed The Creators, highlighted Apple devices as essential tools for creative work. The goal was to go beyond traditional retail by positioning Apple as a cultural enabler for creators, reinforcing the brand’s role in fostering creativity across various disciplines.
Planning Intent & Execution
Developed the pop-up’s overall concept, branding, and customer experience flow.
Featured influential creators such as Lee Yeon, One’s Monologue, and Studio110K, who hosted interactive sessions to demonstrate creative applications of Apple products.
Curated an exclusive offline exhibition space that provided an immersive experience distinct from conventional Apple Stores.
Directed cross-functional collaboration between Apple, creators, and 29CM to ensure seamless execution.
Role
As Creative Director, I led the concept ideation, experience design, and coordination with Apple and participating creators, ensuring that the pop-up expressed both Apple’s brand values and 29CM’s curatorial identity.
Results
Successfully launched Apple’s first Korean pop-up, a groundbreaking brand activation.
Despite coinciding with heavy monsoon rains, the event attracted 15,000 visitors (short of the 30,000 target), yet all creator-led sessions were fully booked, underscoring strong consumer interest and engagement.
Achieved the strategic objective of opening an Apple-dedicated section on 29CM, making it the first platform after Coupang to host an exclusive Apple store.
Reinforced Apple’s positioning as a creative partner while strengthening 29CM’s brand equity through bold and innovative collaboration.