In the rapidly changing trends post-COVID-19, LG Electronics H&A aimed to discover new touchpoints that could provide a differentiated "customer experience" for the MZ generation.
In this process, LG Electronics collaborated with the "Alley Economy Revitalization Project," one of the key tasks of Seoul's Vision 2030, to create a differentiated customer experience space that could convey the core value of "warm sincerity" unique to the H&A business unit.
At this point, HSAD's mission was to construct a customer experience space that brings new vitality and joy to alley economies by configuring spaces/contents based on the lifestyles and characteristics of each alley in five key alley economies in Seoul.
During the heyday of pop-up stores, the special experiences that the MZ generation was enthusiastic about were not limited to Seoul's hot places. They explored hyper-local content and community cultural spaces based on regions and people, turning such new experiences into self-branding elements.
If the "customer experience space 1.0" was characterized by brands selecting locations centered around hot places to attract customers, it was deemed that now is the time for "customer experience space 2.0," which creates new and differentiated experiences to attract people to the regions.
Therefore, by selecting five potential alley economies, identifying their characteristics, and integrating them with LG electronic appliances, it was believed that unique, personalized experience spaces tailored to each region could be created.
1 Customized lifestyle experience spaces embraced by all generations
To revitalize alley economies and create a unique customer experience, we aimed to infuse a different vitality, "Another Vibe," into the lesser-known alleys of Seoul. We intended to convey LG Electronics' distinctive warmth by establishing a tailored lifestyle experience space that resonates with all generations.
2 A mainstream salon concept - Another Vibe Yangjae
Along the Yangjae area, where a wine street has formed along the Yangjaecheon, we collaborated with popular local wine shops to plan a "Liquor Salon" space with the concept of a library for individual alcohol preferences. It was a space where visitors could find their "alcohol character," showcasing various liquors tailored to their preferences using wine cellars and homebrew products.
3 An unconventional laundry shop concept - Another Vibe Hapjeong
In the creative district of Hapjeong, abundant in galleries and artists, we established a space where visitors could directly customize clothing and receive care through a "unique laundry shop concept workspace." Collaborating with local galleries and artists, we conducted mini-exhibitions themed around "regeneration and inspiration," garnering significant visitor enthusiasm.
4 A pet-friendly haven - Another Vibe Seonyu
In Seonyu, known for being pet-friendly, we created a space with the concept of a "pet-friendly shelter for a wise pet life." All pet owners could comfortably enter, and participation in on-site events allowed visitors to receive special healthy snacks, collaborated with Harim Pet Food. It was a pet-friendly space providing a unique experience of H&A products for pet care.
5 A photo studio where the past and present meet - Another Vibe Jangchung
In Jangchung, where taste and history coexist, we planned an unusual photo studio where visitors could experience Jangchung's history alongside the latest innovations in home appliances from LG. The retro-themed photo zone, adorned with old appliances like the nostalgic Golden Rice refrigerator and air conditioner, was particularly popular throughout the operating period. After capturing special photos, visitors could taste delicious souvenirs collaborated with Taegukdang, Seoul's oldest bakery.
6 A shared kitchen for everyone - Another Vibe Beodeul
In Beodeul, where a sincere daily life exists, we developed a "neighborhood shared kitchen for a special meal" concept. Collaborating with Beodeul Market stores, we developed meal kits and established a shared kitchen where anyone could easily cook quick meals using ThinQ. Operated as a neighborhood community kitchen, it allowed the convenient enjoyment of locally purchased food, becoming a beloved place for people of all ages during the operating period, not just the MZ generation.
During the one-month campaign period, Another Vibe attracted a significant amount of attention, with numerous local residents and external visitors flocking to the five Another Vibe locations. As visitors increased in quiet and stagnant alleys, the average sales of alley businesses increased by 34.4% compared to the same period last year. The campaign also generated 3,024 voluntary online posts and 92,507 instances of consumer participation.
Another Vibe, serving as more than just a brand pop-up store, became a distinctive space that combined local characteristics and product experiences, stimulating the curiosity of all generations. It played a role as a platform for exploring local life and became a local attraction. Each customized local program left a strong impression on consumers regarding LG Electronics' innovative appliances and its commitment to the local community. Furthermore, by achieving collaboration between a large corporation and small businesses, the campaign contributed to a positive perception and increased awareness of alley economies.
Production
Pop-up store : Another Vibe Yangjae
Pop-up store : Another Vibe Hapjeong
Pop-up store : Another Vibe Seonyu
Pop-up store : Another Vibe Jangchung
