Bloomingdale’s has turned to South Korea for the next iteration of The Carousel, its rotating pop-up concept.
The Window Into Seoul shop will open on Thursday and will feature more than 25 South Korean apparel, beauty and home brands.
This version, the seventh edition of The Carousel, was overseen by Minya Oh, a Koreaphile who is also known as Miss Info. She selected 11 brands from W Concept, the largest fashion e-commerce multibrand retailer in South Korea, that include tailored pieces from Front Row, gingham skirts by Your Name Here and multipocket jackets from Rocket x Lunch for women, as well as Heich Blade cardigans and relaxed hoodies with extended sleeves from 13Month for men.
Other brands selected include Andersson Bell and SJYP, as well as street-style pieces from System Studios, Projekt Produkt translucent sunglasses, and utilitarian-inspired men’s wear from Eastlogue.
Oh also chose more than 50 beauty products from Amorepacific, including Sulwhasoo, Mamonde and Aritaum. There are also a number of characters based on the Korean messaging app KakaoTalk on stationery, pillows, mood lights and phone accessories, snack boxes from Peach Mart.
Kevin Harter, vice president of integrated marketing for Bloomingdale’s, said the idea for the shop originated from the store’s 2018 intern class, which was charged with coming up with potential concepts for The Carousel.
“They pitched the idea and it resonated with the merchants and the marketing team,” he said. “Our goal is to acquire new customers and offer new things to existing customers, and this project really accomplished that.”
Other Carousel concepts have included The Lion King, a holiday themed nostalgia shop and an eco-friendly boutique.
Harter said some of the brands that have been introduced to the store from the Carousel have performed well and continue to be carried after the shop is switched out. And he’s expecting that to be the case with this one.
The shop will be open through Nov. 4 at four locations: the 59th Street flagship, SoHo, Century City and San Francisco. The merchandise will also be available online. In addition to the shop itself, the store will feature several events including Kakao Friends play-to-win claw machines, K-pop dance workshops and a W Concept fashion showcase.