Seoul Now: The Collective was a two-week pop up bringing eight emerging Korean brands to SoHo for the first time. Spanning fashion, beauty, skincare, hair care, jewelry, and food and beverage, the collective presented a curated snapshot of what's next out of Seoul — all in one beautifully designed space steps from Spring Street station.
Visitors browsed, discovered, sampled, and shopped an edit of Korea's most exciting labels, with K-beauty product sampling, free gifting, and exclusive brand activations throughout the event. Whether obsessed with a 10-step skincare routine or eyeing Korean fashion for months — this one delivered good finds, good vibes, and amazing product to take home.
Planning something similar? Parasol’s pop up production team handles the design, build and install, and our marketing team builds the launch campaign — browse available spaces to get started.