Musinsa, Coach launch pop-up at Seoul Forest with shopping, experiences and events

Musinsa has teamed up with Coach to open a fall campaign pop-up, "Live Your Story," at Musinsa Space Seoul Forest in Seongdong-gu, Seoul, running through Nov. 7.

The pop-up was organized to mark the launch of Coach's fall campaign. All products at the store can be purchased by scanning QR codes linked to the Musinsa Store.

Inside the store, visitors can enjoy listening booths featuring six type-based playlists, a story wall where they can record their own narratives, and an engraving station where custom messages can be stamped onto bag hang tags. A Polaroid-based photo ID card service and a stamp postcard activity are also available.

Products on sale include the pop-up-exclusive Lana Shoulder Bag 23 in maple and three styles of the Reed Tote Bag available only through Musinsa. Also on offer are five special-edition Tabby bags, the Ticket Charm collection, the Brooklyn Shoulder Bag 26, the Chelsea Shoulder Bag 26 and the Terry collection.

On-site perks are also available. Visitors who collect all three stamps will receive cotton candy, while customers who sign up for a Musinsa Store membership or like the Coach brand shop will receive a set of three pin badges. Customers who make a purchase will be eligible for a leather hang tag engraving service, and those who post a photo of their pop-up visit on Instagram will have the chance to create a photo ID card.

A "Coach Bicycle Guerrilla Event" will also take place on the streets of Seongsu-dong. On five days — Oct. 24, Oct. 25, Oct. 31, Nov. 1 and Nov. 7 — Coach crew members will ride bicycles through the Yeonmujang-gil area and around Seoul Forest from noon to 5 p.m. They will hand out QR code balloons linked to the Coach brand shop on the Musinsa Store and run a Polaroid photo event along the route.

"We designed the experience so customers can encounter Coach at every step — from Yeonmujang-gil in Seongsu-dong to the Seoul Forest pop-up and through to online purchasing," a Musinsa official said. "By connecting offline experiences to platform purchases, we aim to expand Coach's touchpoints with Gen Z customers."