Primera’s new product line, Man in the Pink, is a men’s line built on the concept of “Reverse & Wit.” It visually expresses the idea that even within strong masculinity lies a delicate sensibility that appreciates pink. Despite being a men’s product, it features bold pink in its design. Reflecting this concept, the two Man in the Pink pop-up spaces held in April were created as refined hideouts for men, utilizing striking colors and contrasts.
The first pop-up event, held from March 28 to April 11, took place at Musinsa Terrace in Hongdae—a space for creators in their 20s—to allow Primera to engage in real-time communication with consumers.
By combining the product concept “Reverse & Wit” with the spatial concept “SEE YOU THERE,” we aimed to create an enjoyable atmosphere that feels like saying, “Let’s meet at our hangout.”
The pink gradient applied to the windows was designed to tint the space in pink using natural light from the terrace.
The centrally located booth was divided into sections such as the Word Puzzle Zone and Test Zone, allowing visitors to experience a variety of Primera goods specially designed for the pop-up event.
Word Search Puzzle
Newspaper
Calendar
The second pop-up took place at Amore Seongsu from April 26 to May 1.
The Primera Pink Car was placed at the entrance to announce the pop-up, and as visitors followed the entrance path and passed through the door, they entered a “Man in the Pink” hideout-themed space.
At the center of the main space was an event area where visitors could enjoy a simple ping-pong game and receive products.
On the opposite wall, a “Draw Pink Zone” allowed visitors to write personal messages, leave their mark, or take their messages home.
The space was designed with a bold pink-and-silver contrast, harmonized with plants placed in large windows to create a vibrant and cheerful atmosphere.
The second pop-up took place at Amore Seongsu from April 26 to May 1.
The Primera Pink Car was placed at the entrance to announce the pop-up, and as visitors followed the entrance path and passed through the door, they entered a “Man in the Pink” hideout-themed space.
The bold contrast of vibrant pink and silver was designed to harmonize playfully with the lush greenery of the large window display.
