Jointly produced by ビーツ and WMH, the report examines the background and mechanisms behind store design that creates experiences and drives social sharing, using popup store examples from Seoul’s Seongsu area. It also explains how visitor behavior and social media sharing are designed into the experience.
ビーツ and WMH have jointly released “The Latest Store Design Trends in Seoul: Fall/Winter 2026,” a report analyzing examples of flagship stores and popup stores, primarily in Seoul’s Seongsu area. The report explains the strategies and structures used to design not only the spatial presentation, but also visitor behavior and the process of driving social sharing.
The report introduces “spaces for experience and sharing,” which combine photography, social media posts and stamp rallies to create a continuous journey from prompting a visit through the on-site experience and social sharing. It presents examples of production techniques that make use of the characteristics of the Seongsu area.
It also features examples using “Central Figure,” which draws visitors’ attention by placing an eye-catching object at the center, as well as “Composed Identity,” a technique that combines historic buildings with contemporary design. In addition, it outlines market trends in South Korea and overseas, along with perspectives that may offer guidance to Japanese companies opening stores in South Korea.
The report is provided by ビーツ and WMH. It also refers to a support package for opening popup stores in South Korea and related global trends. An overview of the participating companies and partnership structure, as well as the scope of potential future applications, is also covered in the materials.