a fashion brand pop-up shop filled with the scent of bread

epigram X Opato Collaboration Pop-Up Store

lifestyle brand epigram is collaborating with O’pato, a popular bakery in Haeundae Village, Seoul, to create a special collection. To celebrate, we’re hosting a pop-up store on the 7th floor of Shinsegae Department Store Gangnam from March 14th to 27th.

epigramsfor Lifestyle

epigram started as the second brand of series; and has grown into a brand that emphasizes lifestyle, starting with the pop-up store ‘Almost Home’ in Wonseo-dong, Jongno-gu, in 2015. Since then, it has gradually established its brand identity with the opening of its own store at Hyundai Department Store Pangyo, and has become a leading contemporary brand in Korea.

in particular, through the ‘Locality’project, which introduces the lifestyle of small towns in Korea, the brand has taken the lead in promoting local cultures in Hadong, Boeun, Cheongsong, and Iksan. It is characterized by realizing the value of local coexistence by introducing the unique atmosphere and culture that has been naturally formed over time, rather than just a travel destination. The lodging project ‘Epigram Stay’ is also evaluated as a meaningful attempt to connect the city center and the local.

‘Urban Locality‘ with Opato

this collaboration reflects the concept of ‘Urban Locality’, which expands locality projects that have been centered on local areas to urban centers. Opato is a bakery known for its warm interior and salt bread that feels like a European small town in a liberated village, and it was a good fit with Epigram’s philosophy of creating local culture while maintaining its own color in the city.

the theme of the collaboration is ‘Starting the morning together’. it’s a special project that brings together Opato, who starts their day at 8am by preparing their brunch menu, and Epigram, who wants to make everyday moments count.

three timesa day, bread time

the main concept of the pop-up store is “Yes, It’s Bread time”. by utilizing a set time for bread to come out, you can participate in a special event by visiting at 11am, 1pm, and 4pm on weekends. if you visit during these times, you’ll receive a scratch coupon, and every coupon includes a prize.

the most notable giveaway is a special key ring created in collaboration with resin craft artist HELOKI. only 77 of these keyrings were made, and they’re only available through scratch coupons and Instagram events. other gifts include collaborative socks, Opato vouchers (worth 10,000 won), and Opato’s signature chewing bread.

a collaborative collection withOpato’s touch

the collaboration has resulted in a variety of fashion items, including T-shirts, dresses, hats, and scarves. the items are designed in Opato’s signature colors of turquoise and brown, as well as ivory, which is often worn by employees, to combine practicality and sensuality. In addition, Opato’s patterns and logos are incorporated into the design elements to create a seamless brand identity.

at the pop-up store, the collaborative collection will be availableat a 20% discount, with special gifts based on purchase amount. if you’re looking for a unique local experience that combines fashion and bakery, don’t miss this pop-up.