LG opens pop-up store to promote NewJeans laptops

LG Electronics opened a pop-up store for its latest Gram laptop models in Seongsu-dong, eastern Seoul, showcasing the limited edition collaboration with girl group NewJeans. [LG ELECTRONICS]

LG Electronics opened a pop-up store in Seongsu-dong, eastern Seoul, giving customers a chance to try out the limited edition NewJeans and Gram collaboration laptops.

The Gram Style Lab pop-up store is a trendy take on the electronics maker's marketing strategy, fusing fashion and K-pop with its laptop line in partnership with Musinsa online shopping mall and girl group NewJeans.

Visitors who have signed up online can get their outfits recommended by stylist Park Mi-kyung and match them with the latest 2023 LG Gram laptop models.

Exclusive laptops, covered with the group's iconic mascot "Bunny," will also be on display and available for visitors to try.

The laptop comes with accessories that feature limited-edition designs inspired by NewJeans and its concepts. They include a Bunny-themed product box, laptop pouch, cable strap, mouse and mousepad, as well as stickers, posters, wallpapers and program icons.

Two-hundred limited edition NewJeans laptops will be sold in a live shopping session set for Feb. 1.

BY YOON SO-YEON [yoon.soyeon@joongang.co.kr]