Primera’s pop-up store offers a refreshing escape in the midst of the dry city, giving visitors a chance to recharge and find their own personal rituals amid a busy life. Titled “Chilling Cooling”, the summer pop-up was held at Seongsu Yeonbang in Seongsu and featured both collaboration items with Helinox and Primera’s signature products for a full experiential space.
Concept
We envisioned Primera’s pop-up store as an urban oasis where visitors can experience chilling and cooling during the scorching summer. Designed to provide a moment of rest amidst a hectic life—like a mini vacation—the space offers a personal ritual for self-care, a way to recharge in the dry urban environment, and a brief return to the outdoor lifestyle many have missed.
Starting with the Beauty Field Carrier product developed in collaboration with Helinox,
the key visuals for the main poster were designed in a bright,
clean white tone to reflect the seasonal mood. A total of five key visuals and four main posters were created,
featuring imagery that highlights refreshing water textures and pleasing light reflections.
The pop-up event was held across five zones within Seongsu Yeonbang.
The first entrance zone was designed to introduce the pop-up, its events, and the brand.
To fully convey the overall concept, props and furnishings were arranged in a refreshing and open layout.
he second space was designed to evoke an urban camping and outdoor atmosphere, in line with the signature slogan of Primera x Helinox, “Chilling Anywhere.”
The area was arranged to harmoniously showcase the white-canvas-look collaboration products, capturing the colors of nature and changing light throughout the day.
Visitors could directly experience the limited-edition items in this space.
The third space was designed as a casual game zone where visitors could easily participate.
Though the games were simple, they offered chances to receive Primera products and promotional goods, while also providing an indirect experience of Primera’s hero items.
The fourth space was themed around urban outdoor surfing activities.
With a surfer beach concept, visitors could freely take photos and participate in simple quiz events.
The space was designed using colors and props that not only harmonized with the surrounding nature and rain but also clearly reinforced the concept.
The fifth space is a beach bar-themed area featuring a bar table made from a surfboard.
This area serves as a wrap-up zone for the pop-up event, where visitors can experience all of Primera’s hero products.
