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.
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