GUESS unveils 'ROOM 1981,' a pop-up store in Seongsu that reinterprets the brand's origins. Grounded in the mood of 1981—the year GUESS was founded—the space reimagines American denim heritage through a contemporary lens. More than a product showcase, it is an attempt to transform brand identity into an immersive experience.
The centerpiece of the pop-up is a full-scale recreation of the set from the 2026 S/S campaign featuring Stray Kids' Hyunjin. By rebuilding the actual campaign set inside the space, GUESS offers visitors the sensation of stepping directly into a campaign scene. According to PAP editors who experienced it firsthand, the space transcends a typical photo zone, creating a moment where the boundaries between image and reality blur naturally. Styled identically to the looks Hyunjin wore, the setting fully preserves the campaign's atmosphere.
The pop-up features GUESS's iconic denim line alongside a diverse selection of items, with customization services also available. Beyond product sales, the experience allows visitors to reflect their personal style, expanding the space into a full brand experience rather than mere retail.
ROOM 1981 runs from April 24 to 26 at Nova Portal Seongsu, with on-site reservations opening on the 24th. It's an opportunity to encounter GUESS's reimagined vision of 1981 firsthand.
The centerpiece of the pop-up is a full-scale recreation of the set from the 2026 S/S campaign featuring Stray Kids' Hyunjin. By rebuilding the actual campaign set inside the space, GUESS offers visitors the sensation of stepping directly into a campaign scene. According to PAP editors who experienced it firsthand, the space transcends a typical photo zone, creating a moment where the boundaries between image and reality blur naturally. Styled identically to the looks Hyunjin wore, the setting fully preserves the campaign's atmosphere.
The pop-up features GUESS's iconic denim line alongside a diverse selection of items, with customization services also available. Beyond product sales, the experience allows visitors to reflect their personal style, expanding the space into a full brand experience rather than mere retail.
ROOM 1981 runs from April 24 to 26 at Nova Portal Seongsu, with on-site reservations opening on the 24th. It's an opportunity to encounter GUESS's reimagined vision of 1981 firsthand.
FAQ
When and where is the GUESS ROOM 1981 pop-up happening?
The GUESS ROOM 1981 pop-up runs April 24–26, 2026 at NOBA Portal in Seongsu-dong, Seongdong-gu, Seoul. On-site reservations open April 24, where visitors can experience the recreated 2026 S/S campaign set featuring HYUNJIN.
How can I experience the Stray Kids HYUNJIN campaign at the GUESS pop-up?
ROOM 1981 pop-up faithfully recreates the actual set from HYUNJIN's 2026 S/S campaign. Visitors can step into campaign scenes for photos, with identical styling to what HYUNJIN wore displayed throughout, delivering the campaign atmosphere vividly.
What services are offered at the GUESS Seongsu pop-up?
GUESS ROOM 1981 pop-up features the brand's iconic denim line and various items, plus customization services. Beyond product purchases, personalized experiences reflecting individual style are available, offering brand experiences transcending simple shopping.
