TWICE Launches '10VE UNIVERSE' Pop-Up Store: A Case Study in Experiential Marketing

Introduction: The Intersection of Pop Culture and Retail

The launch of TWICE's '10VE UNIVERSE' pop-up store offers a compelling case study in how brands can leverage short-term retail spaces to create unparalleled fan experiences. K-pop's global phenomenon, TWICE, initiated this unique shopping event from October 17 to 26, 2025, at Living Park in I’Park Mall Yongsan, Seoul. This strategic activation serves not only to commemorate a milestone anniversary but also fosters deeper connections with their devoted fanbase, ONCE.

Pop-up stores, like the one launched by TWICE, are increasingly being recognized as essential tools in modern retail strategies. They create a buzz, allow for creative expression, and transform a transactional experience into something immersive and memorable. This article will dissect the elements that make TWICE's '10VE UNIVERSE' a remarkable example of experiential marketing while positioning xNomad as a leader in facilitating these types of innovative retail solutions.

As a hub for pop-up stores and showrooms, xNomad specializes in connecting brands with short-term retail spaces that allow for this kind of high-impact marketing. Through verified quality spaces and customizable activation services, xNomad simplifies the process of engaging consumers creatively.

The Concept Behind '10VE UNIVERSE'

The thematic essence of the '10VE UNIVERSE' pop-up store is an intriguing mix of nostalgia and futuristic elements. Designed as an immersive cosmic time capsule, the store aims to transport fans into a space station-like atmosphere, aligning perfectly with their upcoming fan meeting.

This combination of design and purpose elevates the pop-up experience from mere merchandise sales. TWICE has crafted an environment that embodies their journey over the past decade, integrating elements that are both new and nostalgic, allowing fans to bond with the group and reminisce over shared memories.

The strategy behind this approach can be broken down into several key components:

• Exclusive Merchandise: Ghost products that reflect TWICE's brand identity and resonate with fans.
• Interactive Experiences: Engaging activities that encourage participation and excitement.
• Emotional Connection: A thematic message that speaks directly to the fandom.
• Visual Appeal: Stunning design that captivates visitors upon entry.

The Role of Interactive Experiences

The inclusion of interactive experiences at the '10VE UNIVERSE' pop-up store enhances the overall engagement and enjoyment for attendees. Fans can participate in various games and activities, such as the 'Speed Mission' and 'Ring Mission', which not only offer entertainment but also foster a sense of community among fans.

These experiences are crucial for deepening the emotional connection between the brand and its audience. They go beyond traditional shopping by creating lasting memories tied to the TWICE brand. Such activities can significantly amplify consumers' willingness to share their experiences via social media, extending the pop-up’s reach.

Incorporating these interactive elements can benefit brands looking to establish or reinforce their presence in a crowded market. Here’s how:

• Fostering Community: Interactive activities allow fans to interact with each other, fostering a community feeling.
• Creating Shareable Moments: Memorable experiences encourage attendees to share their thoughts and provide promotional content.
• Enhancing Brand Loyalty: Providing unique experiences increases emotional attachment to the brand.
• Growing Social Media Presence: Highly engaging pop-up experiences lead to organic promotional opportunities across social media platforms.

The Power of Exclusive Merchandise

One of the main draws of the '10VE UNIVERSE' pop-up is the exclusive merchandise available for fans. TWICE has placed great emphasis on products designed specifically for this event, which fosters a sense of urgency and exclusivity. The 29 unique items range from collectibles to everyday products, appealing to both hardcore fans and casual followers.

This strategic merchandise offering ties back to TWICE's core identity and creates a stronger connection with their audience. Fans are more willing to purchase items that they believe signify a special experience, especially when items are marketed as limited editions.

Effective merchandise strategies utilized in pop-up spaces include:

• Limited Edition Releases: Creating urgency through scarcity can drive sales and commitment.
• Brand Identity Alignment: Merchandise that resonates with the target audience enhances engagement.
• Nostalgic Elements: Including references or designs that capture the brand’s history can resonate with long-time fans.
• Access through Purchase: Offering exclusive items that can only be obtained on-site creates a draw for store visitors.

Marketing and Promotion Strategies

The promotion of TWICE's '10VE UNIVERSE' pop-up store has leveraged multiple channels, effectively amplifying reach and visibility. From social media announcements to strategic partnerships with local influencers, these marketing strategies are vital in creating buzz around the event.

Social media platforms play a pivotal role in engaging the TWICE fandom. The group's official channels provided updates and details leading up to the event, creating a sense of anticipation and urgency among fans. Moreover, incentives such as the offer of commemorative badges for fans who document their experience via a new documentary nurture further engagement.

This blend of traditional and digital marketing strategies can provide lessons for brands seeking to maximize their pop-up experiences:

• Leverage Influencer Marketing: Collaborating with influencers who resonate with your target audience can enhance credibility and reach.
• Utilize Social Media: Regular updates on platforms like Instagram and Twitter keep fans engaged and informed.
• Create Engaging Content: Video teasers, behind-the-scenes looks, and testimonials from early attendees can generate excitement.
• Integrate Offline and Online Experiences: Encourage social sharing through incentives and engage with fans during and after the event.

Engaging Global Audiences Through Live Events

To maximize engagement, the pop-up coincides with TWICE's 10th anniversary fan meeting. Scheduled to occur on October 18, the live-streaming option broadens accessibility, allowing fans worldwide to partake in the festivities. This inclusion reinforces the brand's commitment to its global audience.

Live-streaming events have become a critical component in modern marketing strategies, offering accessibility to fans who cannot attend in person. This practice allows brands to tap into a broader demographic while engaging an audience that values inclusivity and participation.

Brands considering live-streaming should keep in mind:

• Global Audience Engagement: Offering access for international fans increases reach and loyalty.
• Real-Time Interaction: Engaging with viewers live can enhance the experience and provide immediate feedback.
• Sustaining Interest: Continue interactions post-event to maintain audience interest in future activities.
• Accessible Formats: Ensure that streams cater to various devices and internet speeds to maximize viewer experience.

The Impact of Quality Space Selection

The selection of a prominent location for the pop-up store significantly contributes to its success. Living Park within I’Park Mall Yongsan offers a vibrant setting that serves as a focal point for fans and a strategic hub for driving retail traffic. The choice reflects the careful consideration put into the event’s execution.

Brands can draw insights from TWICE's strategic space selection, leveraging traffic and brand alignment to enhance visibility and reach. Selecting a verified retail space that reflects the brand's ethos while providing accessibility is crucial for maximizing impact.

When choosing retail spaces, consider these factors:

• Location Visibility: High-traffic areas increase footfall and enhance brand visibility.
• Brand Alignment: Space should resonate with company values and target demographic.
• Access to Resources: Ensure availability of required amenities for operational success.
• Future Opportunities: Consider potential for recurring or future events based on initial success.

Conclusion: Lessons from TWICE's '10VE UNIVERSE'

TWICE's '10VE UNIVERSE' pop-up store serves as a potent example of how experiential marketing can enhance brand loyalty and consumer engagement. By intertwining exclusive merchandise, interactive experiences, and well-planned marketing strategies, TWICE has successfully created a unique environment that captivates fans.

Furthermore, their blend of live events and digital interactions outlines a pathway for effective audience engagement in a rapidly evolving retail landscape. Brands can take cues from TWICE's approach to elevate their own pop-up strategies, using platforms like xNomad to secure ideal spaces and enhance their marketing efforts.

With the retail world continuously evolving, the insights garnered from this pop-up offer invaluable lessons for brands seeking to innovate and engage on a deeper level. As we reflect on TWICE's success, it is also an invitation for brands to explore the opportunities presented by pop-up stores and experiential marketing adventures.