UVU Seoul Marathon Pop Up 2025

Itaewon, Seoul, South Korea

Timed to coincide with the 2025 Seoul Marathon, this pop-up retail space transcends conventional commercial environments, offering an experiential destination that seamlessly integrates the physical and digital realms, embodying the dynamic energy of both the event and the brand.

The design takes cues from both the urban fabric of Seoul and the aesthetic language of athletic performance. A lightweight, modular construction responds to the transitory nature of marathon culture, while a restrained material palette amplifies UVU’s identity. By balancing raw, industrial textures with refined detailing, the space echoes the precision and endurance demanded in competitive running.

Mirrored Wall Panels: The interior walls are clad in high-polish mirrored surfaces, fragmenting and reflecting the LED screens, visitors, and display products. This technique not only amplifies the sense of speed and energy but also blurs the boundary between the physical structure and its surroundings, creating a continuous dialogue between the built environment and the motion it captures. The perimeter display elements echo the rhythm of a track, guiding visitors through a curated selection of UVU’s latest technical apparel.

LED Screens & Digital Integration: A central installation of Integrated LED panels punctuate the mirrored surfaces, displaying kinetic visuals and UVU’s branding. These digital elements introduce an ever-evolving layer of movement within the space, reinforcing the pop-up’s connection to the marathon and transforming the installation into an urban beacon. The result is an architecture that is both precise and adaptable—an exploration of how temporary structures can engage with the city in meaningful ways.

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