[Edaily Reporter KYUNG GYEYOUNG ] On the afternoon of the 18th, at the Vuori pop-up store in Seongsu-dong, Seongdong-gu, Seoul, a different scene unfolded as I passed through the first and second floors—which were lined with clothing—and stepped onto the third floor. Instead of clothes, mats and step boxes were set up, and 15 participants in workout clothes were stepping up and down the step boxes under the instructor’s guidance. This is a “barre” class, which has gained popularity among wellness enthusiasts.

I participated in the “Cardio Stepbox Barre” class, which combines basic ballet movements with strength training. The “Halo Modern Straight-Leg Pants” and “Halo Essential Scoop Tank,” made from Vuori’s signature “DreamKnit™” fabric, felt cozy and snug against my body. Even as I rapidly switched between movements—such as stretching my arms and legs or bending them—the clothes moved with me as if they were a second skin, making it easy to perform the exercises.

SHINSEGAE INTERNATIONAL(031430)Viewori, which imports and sells these products, is operating the pop-up store “Viewori DreamKnit @Seongsu” through the 30th. Founded in the U.S. in 2015, Viewori aims to create stylish performance apparel for everyday wear—so comfortable that you can head home straight from your workout without changing clothes. Its strength lies in materials like the Dreamknit, characterized by a softness that feels as if you’re wearing a cloud. In the U.S., it’s recognized as a leading performance apparel brand alongside Lululemon and Alo Yoga. In Korea, it gained popularity after actors Ha Seok-jin and Chae Jung-an featured it in their “self-purchased” reviews.

Although the pop-up store spans four floors, Vuori products are available only on the first and second floors—just half of the space. The remaining third and fourth floors have been transformed into a community class space where visitors can enjoy barre and other workouts, in partnership with the barre-specialized studio Wonder Barre.

The response to the classes has been overwhelming. Although 70 classes were scheduled for the roughly two-week duration of the pop-up, they are already fully booked, and only a few spots remain in the five additional classes that were added. The total number of class participants has exceeded 1,100. Although there is a 30,000 won participation fee, participants actually come out ahead because they receive a 30,000 won voucher that can be used toward product purchases, a 20% discount coupon valid on all items, a tote bag, and snacks.

Participants in the class spanned a wide range of ages, from their 20s to their 40s. Ms. Im (34) said, “I knew about the brand because it’s famous for athleisure in Los Angeles (LA), so when I heard they were offering classes at the pop-up, I came to check it out.” She added, “I knew the fabric was soft, but trying it on exceeded my expectations—it really sets the brand apart from others.” Chae Kyung-hwa (39) welcomed the event, saying, “I’ve heard that Viewori is more popular than Lululemon in the U.S., but it’s not very well-known in Korea yet, and there aren’t any events like this pop-up, which is a shame.”

The goal of the Viewori pop-up is to provide an experience. While class participants aren’t given free Viewori clothing, they take classes taught by instructors wearing Viewori products and, on their way out after class, stop by the pop-up store to explore the products. The aim is for customers to stay for an average of two hours. In fact, 80% of the pop-up store’s sales came from class participants. On this day as well, it was noticeable that class participants were browsing the pop-up and purchasing products using 20% discount coupons.

A representative from SHINSEGAE INTERNATIONAL’s Viewori stated, “This pop-up was designed not just to showcase products, but to allow customers to naturally engage with the brand by experiencing the classes firsthand,” adding, “We will continue to enhance the brand experience through various community programs that bridge fitness and lifestyle.”