TIME opened its pop-up store on the ground floor of The Hyundai Seoul on November 26,

 This pop-up marks the release of TIME’s 2025 Spring/Summer collection including runway show pieces and exclusive items in Korea.

 The store is designed around TIME’s 'Dream LAB' concept, blending experimental creativity with timeless allure. Inspired by TIME's presentation in Paris last September, the space reimagines that event, creating a captivating environment that explores the boundaries between dreams and reality, stage and backstage, strength and emotion.

 The pop-up store will run until February 9, 2025, offering various events, including gifts for purchasers, a photo booth, and a lucky draw for participants who complete special missions.