ZEROBASE INTERNATIONAL opens THE SPRING EDIT, a spring beauty pop-up at Yongsan I'PARK Mall — 10 curated brands
Seven days, April 17–23 · 10 brands across beauty, fragrance, and lifestyle · a multi-brand pop-up of about 166 m²
ZEROBASE INTERNATIONAL Co., Ltd. (CEO Kang Seung-bo) presents THE SPRING EDIT, a spring beauty brand showcase running for seven days from April 17 to 23 in the pop-up zone on the 4th floor of Yongsan I'PARK Mall in Seoul. Under the theme "Curating the taste of spring," the multi-brand pop-up gathers 10 beauty, fragrance, and lifestyle brands in a space of about 166 square meters.
The space is divided into two zones. In the living zone, Saengong, On Soob, and Essencher present home, kitchen, and body care products; in the beauty zone, W.Lab, Sumuadi, Blanrrus, Ureon, and Solarfree show skincare, while TONYMOLY and The Pretty Petite present color cosmetics. Set in a white-toned space, each brand has its own point-of-purchase display to bring out its character.
During the pop-up, seasonal deals and limited-quantity sets bring discounts ranging from 7% to as much as 92% depending on the brand, and customers spending 50,000 won or more receive a gift from the brand. Participating brands are supported with exclusive offers and social media promotion.
ZEROBASE INTERNATIONAL directly handles brand discovery and selection, space planning and styling, and promotion for the pop-up. Brands from different categories are brought together under a single curation standard, so that several brands can share the kind of offline touchpoint a single brand would struggle to secure on its own.
"Rather than increasing the number of brands, we selected beauty and living products for one space around the taste of a season — spring," said Kang Seung-bo, CEO of ZEROBASE INTERNATIONAL. "It is a place to see whether curation with clear selection criteria works for customers and for brands alike."
ZEROBASE INTERNATIONAL Co., Ltd. is a K-brand distribution and curation company based in Seongsu, Seoul. It operates on four pillars: domestic distribution (home shopping and online malls), the Seongsu flagship complex, global export, and brand incubation.