If the early press launch this morning is any indication as to what CPLG and Bravado can expect for the coming week, the pair have plenty to celebrate with the successful opening of Camden Market’s pop-up BT21 merchandise shop.
Queues wound the cobbled footpaths of Camden’s go-to destination, when members of the press, influencers, Radio 1 presenters and lucky mailing listers indulged in a bit of early morning shopping, ahead of the throngs of fans of the popular K-Pop group, BTS and the fashion brand, Line Friends.
First reaction from fans see CPLG celebrate its first foray in to the pop-up shopping experience, guided through the process in its partnership with the experiential shopping experts Bravado who showcased a range of exclusive merchandise, coinciding with the Korean pop group BTS’ London dates this weekend.
BT21 is a new intellectual property created through a collaboration between Line Friends and the global boy band, BTS, who together developed a cast of characters in Koya, RJ, Shooky, Mang, Chimmy, Tata, Cooky, and Van.
Marking its first exclusive first appearance here in the UK, the BT21 merchandise range will be available for fans of BT21, BTS and Line Friends alike. Bravado’s London pop-up follows a series of successful BT21 pop-up shop in Toronto, Canada.
It wasn’t only fans and press in attendance. Both Bravado and CPLG’s respective retail franchise teams were out in force to witness the pop-up launch, citing it as ‘indicative of the strength of the BTS and BT21 brand here in the UK.’
David Boyne, managing director and head of European sales, Bravado UK, told Licensing.biz: “It’s incredible to see this brand resonate so well with UK fans, this is a fantastic start to this week-long pop-up.
“This offers a real glimpse into what we believe the future synergy of retail, pop culture and music fandom will look like. It’s not all about the merchandise, but giving fans a real, visceral way to immerse themselves with and interact with a brand.
“BT21 is a brand that hits a real sweet spot between this huge pop group in BTS, the social phenomenon that is Line Friends and then this immersive fan experience in a pop-up shop that is made for taking photos in and feeling close to the brand.
“If the rest of the week continues in the same way, there could be a big future for the BT21 pop-up concept in the UK.”
Stacy Scimia, category and retail director, CPLG UK, added: “BT21 is a global phenomenon and bringing BT21 to customers in this first London pop-up will further drive BT21’s popularity and widen its appeal in the UK.
“We are very excited about this pop-up shop launch and the range of bespoke BT21 London merchandise that we believe customers will love.”
The pop-up experience will be housed in Camden Market from Tuesday, May 28th until Sunday, June 2.