IPark Mall to host 10-day ballet wear pop-up for hobby dancers

IPark Mall announced Monday it will host a ballet wear pop-up store catering to "chwiballeo" — women who do ballet as a hobby.

The pop-up runs through June 11 at Dopamine Station on the third floor of the Yongsan store's Living Park. Dopamine Station is a dedicated space for fandom-driven content spanning K-pop, characters, gaming and animation.

The event targets women in their 20s and 30s who have taken up recreational ballet or embraced the balletcore fashion trend. IPark Mall confirmed strong demand for the ballet category after running an earlier pop-up for the brand Daphne Laurel.

Six specialist brands will take part: Balletismo, Deviwear, Daphne Laurel, Dégagé, Cupido and Illere. The mall said it is the largest ballet pop-up ever held at a retail venue. Four of the six — Balletismo, Deviwear, Cupido and Illere — are participating in a retail pop-up for the first time.

Cupido will offer discounts of up to 60 percent, while Balletismo and Deviwear will discount all products by up to 40 percent and 20 percent, respectively. Daphne Laurel will sell new arrivals at an exclusive 15 percent discount alongside a random box offering. Illere will unveil new colorways for the first time, and Dégagé will preview products ahead of their official release.

"Ballet wear is a category where differences in fabric, fit and design vary significantly by brand, so there is strong demand from shoppers who want to compare products in person before buying," said Kim Yun-ho, director of IPark Mall's sales division. "We plan to continue discovering and presenting new lifestyle content going forward."