BTS launches its first-ever pop-up store in Seoul

Welcome to BTS’s very own universe. Nestled in the luxurious Gangnam district of Seoul, the globally adored seven-member K-pop group BTS has debuted their first pop-up store in the city.

The store, which opened its doors on October 18, will remain open for a period of 80 days, closing on January 5, 2020.

Featuring over 200 exclusive merchandise items, the main showroom in the basement displays a variety of BTS-themed products. To keep things fresh, new items inspired by BTS's popular hits like 'DNA,' 'Mic Drop,' 'Fake Love,' 'Idol,' and 'Boy With Luv' will be introduced every week.

On the same day the pop-up store opened, brand-new cartoon versions of the BTS members were unveiled. These adorable characters can be found on a variety of fan gear such as notebooks, plush dolls, luggage tags, and memo pads.

On the opening day, a massive crowd of fans gathered outside the store, some even arriving the night before. Beatriz Costa, 24, who arrived around 5:30 a.m. on the first day, told Dinogo she saw nearly two dozen people already in line, many of them with mats and blankets.

I was eager to see the store for the first time and curious about the merchandise they had,” Costa explained. “I’m a huge fan of experiencing anything related to BTS… I didn’t mind waiting a few hours in line.” She stood in line until the store opened at 10 a.m.

The store’s interior and exterior are bathed in pink, matching the signature color from BTS’s album 'Map of the Soul: Persona.'

The store has drawn both local and international BTS fans—affectionately known as ARMY (Adorable Representative MC for Youth)—eager to check out the latest BTS merchandise and interactive experiences.

The House of BTS spans four floors, with the main merchandise display located in the basement. This floor also features an AR kiosk where fans can film themselves dancing alongside animated versions of the BTS members.

The second and third floors are filled with interactive showrooms, offering fans the chance to take photos and immerse themselves in the world of BTS’s music videos.

For instance, in the 'DNA' themed room, fans are surrounded by a space backdrop from BTS's 'DNA' music video, which wraps around three walls. In the center, a touchpad allows visitors to move the background as they please.

'It’s such a unique experience... A few years ago, there was a small exhibition, but it was nothing like this in terms of scale,' said J Heemangi, who flew in from Singapore for BTS's concert later this month.

Fans can snap photos in front of a recreated set featuring a floor piano, made famous by BTS member Suga in the 'Boy With Luv' music video, a collaboration with American singer Halsey. The second floor also has a bus stop setting inspired by BTS’s book 'The Notes.'

'I love all the music video sets and interactive activities,' shared Lee Hung-joo, 29. 'It really makes you feel like you’re part of the BTS world.'

A food and beverage zone has been introduced, with plans to roll out a special BTS-themed menu in the near future.

Later this month, BTS will hold their 'Love Yourself: Speak Yourself [The Final]' concerts at the Seoul Olympic Stadium on October 26, 27, and 29, marking the grand conclusion to their Love Yourself tour that began in August of the previous year.

For fans who can’t make it to Seoul, the House of BTS will also be coming to Japan, with pop-up locations in Tokyo, Osaka, and Fukuoka from November 23 to December 29.

BTS Pop-up: House of BTS, 34 Gangnam-daero 102-gil, Gangnam-gu, Seoul, Republic of Korea