Hanssem is running the "My Signature Dressroom" pop-up store, developed in collaboration with W Concept, at the Tower Atrium on the first floor of Starfield Suwon in Jangan-gu, Suwon, Gyeonggi Province, through Sunday. [Hanssem]
Hanssem is running the "My Signature Dressroom" pop-up store, developed in collaboration with W Concept, at the Tower Atrium on the first floor of Starfield Suwon in Jangan-gu, Suwon, Gyeonggi Province, through Sunday. [Hanssem]

'My Signature Dressroom' pop-up runs through Sunday at Starfield Suwon

Hanssem storage furniture paired with W Concept fashion curation

Hanssem has teamed up with fashion platform W Concept to transform a dressroom storage space into an experiential store that reflects personal fashion sensibilities. The setup moves beyond displaying furniture as standalone pieces, arranging clothing, bags, shoes and accessories to mirror real-life habits.

Hanssem said Friday it is running the "My Signature Dressroom" pop-up store, developed in collaboration with W Concept, at the Tower Atrium on the first floor of Starfield Suwon in Jangan-gu, Suwon, Gyeonggi Province, through Sunday.

The pop-up centers on Hanssem's premium storage line, the Signature Dressroom, combined with W Concept's fashion curation so visitors can explore storage solutions suited to their own lifestyles. Actor Jung Eun-chae, a Hanssem brand ambassador, also stopped by.

The space is divided into three themed zones: "Social Lifer," "Weekend Traveler" and "Active Harvester."

The Social Lifer zone reflects the daily routine of office workers with frequent meetings and social engagements. Hanssem placed an island wardrobe unit in the space to help organize fashion items efficiently and added an archiving board for storing large calendars, posters and similar items.

The Weekend Traveler zone targets customers who enjoy weekend trips. A collection cabinet for displaying bags, hats and other travel accessories anchors the space, complemented by world clocks, destination posters and a suitcase to evoke the feel of a dressroom on the eve of a journey.

The Active Harvester zone focuses on storing hobby and sports gear. A shoe rack and wide shelf unit keep footwear and hobby supplies organized, while yoga mats, dumbbells and other home-training equipment are displayed alongside them.

Hanssem said the Signature Dressroom features wall panels and a slim frame that can be installed without separate wall construction. The line offers roughly 1.5 times the storage capacity of earlier products, has undergone 40,000 open-and-close durability tests, and comes in 28 modular configurations.

"We collaborated with W Concept to create a space for customers who love fashion — from storing fashion items to styling a full dressroom," a Hanssem official said. "Visitors will be able to experience firsthand a Signature Dressroom that captures individual personality and taste."


hong@heraldcorp.com