Social marketing subsidiary of Innocean

Designs immersive brand experiences beyond simple exhibitions

Innocean-S planned and operated the "F25 Playground" pop-up store at Starfield Suwon from Sept. 3 to 13, showcasing Roborock's new F25 series. [Innocean]
Innocean-S planned and operated the "F25 Playground" pop-up store at Starfield Suwon from Sept. 3 to 13, showcasing Roborock's new F25 series. [Innocean]

Innocean-S, the social marketing subsidiary of Innocean, has staged back-to-back pop-up stores for Roborock and Hyundai Engineering & Construction's Hillstate brand, showcasing its growing customer experience (CX) capabilities across both online and offline channels.

From Sept. 3 to 13, Innocean-S planned and operated the "F25 Playground" pop-up store at Starfield Suwon, featuring Roborock's new F25 series.

Built around the concept of "cleaning as play for everyone," the pop-up was designed as a space where visitors of all ages could discover the joy of cleaning, free from the burden of household chores. Rather than listing product specifications, the store let customers experience the F25's performance firsthand through water gun games and arcade mini-games.

At the 29CM HOME Seongsu flagship store in Seongsu-dong, Seoul, Innocean-S unveiled the "Find My Hillstate" pop-up marking the 20th anniversary of Hyundai E&C's Hillstate brand. The event was designed to help the MZ generation engage with the refreshed Hillstate through play and embrace it as their own brand.

Visitors explored Hillstate's brand values, wrote personal lifestyle manifestos and stamped them as their own — an interactive experience tied to a social media verification event, designed to turn offline engagement into viral online reach.

Building on these projects, Innocean-S plans to continue rolling out a differentiated "omnichannel CX solution" that connects pre-event audience building, immersive on-site experiences and post-event social amplification into a single seamless offering.

The company also intends to expand its service scope beyond pop-up stores to cover every touchpoint where customers and brands meet, including brand collaborations and spatial branding.

Launched in January 2024, Innocean-S positions itself as an "innovative solutionist" — tackling the full range of challenges brands face from A to Z — and has been broadening its reach from social media into offline spaces and brand experiences.

"Social media is the touchpoint where you can discover customer reactions and preferences most quickly," said Lee Yun-kyung, chief executive of Innocean-S. "We will expand the consumer insights and content capabilities we have built through social into offline spaces and experiences, providing an integrated CX solution that organically connects every moment where brands and customers meet."


joze@heraldcorp.com