Fifth-generation K-pop girl group IZNA has partnered with French-inspired bakery Louvre Baguette for a limited-time pop-up store. Running from July 22 to August 12 at The Crown, Avenue L B1F of Lotte Department Store Jamsil, the collaboration showcases a fresh intersection between K-pop fandom and lifestyle branding. Visitors can enjoy seven exclusive collaboration breads, limited-edition merchandise, photo cards, and interactive fan experience zones all under one roof.
Designed around the concept of 'IZNA's Atelier,' the pop-up space recreates the charm of a Parisian neighborhood bakery. Illustrated menu boards and signature branding elements decorate the walls, transforming the venue into a popular photo spot. Operating daily from 10:30 AM to 10:00 PM, the pop-up tends to draw larger crowds on weekends, so weekday visits are recommended for a smoother experience.
This collaboration represents more than product placement—it signals a shift toward immersive fan experiences in pop-up culture. The partnership between an idol group and an F&B brand underscores how K-pop is expanding into everyday lifestyle domains. If you're in Jamsil, don't miss the chance to experience the 'scent of bread made by IZNA' firsthand.
Designed around the concept of 'IZNA's Atelier,' the pop-up space recreates the charm of a Parisian neighborhood bakery. Illustrated menu boards and signature branding elements decorate the walls, transforming the venue into a popular photo spot. Operating daily from 10:30 AM to 10:00 PM, the pop-up tends to draw larger crowds on weekends, so weekday visits are recommended for a smoother experience.
This collaboration represents more than product placement—it signals a shift toward immersive fan experiences in pop-up culture. The partnership between an idol group and an F&B brand underscores how K-pop is expanding into everyday lifestyle domains. If you're in Jamsil, don't miss the chance to experience the 'scent of bread made by IZNA' firsthand.
FAQ
Until when is the Ishinomaki and Le Beurre Baguette popup open?
It runs until Wednesday, August 12, 2026. Starting from July 22, this popup is available daily from 10:30 AM to 10:00 PM at The Crown, B1F Avenue L, Lotte Department Store Jamsil.
What products can you buy at the Ishinomaki Le Beurre Baguette collaboration?
You can purchase seven collaborative bread varieties, limited edition goods, and photo cards, with various experiential programs also available. The popup is decorated with an 'Ishinomaki's Atelier' concept, offering photo zone experiences as well.
What's the best time to visit the Jamsil Ishinomaki popup?
Weekday visits are recommended. Weekends can be crowded with fans resulting in long wait times, while right after the 10:30 AM opening or weekday afternoons tend to be relatively less busy and more comfortable.
