From local to global pop-ups, TL CREATIVE designs and delivers unforgettable brand moments.
Get in TouchABOUT
TL Creative directly manages the entire process of planning, designing, producing, and operating popup stores in Korea, and serves as a global popup agency that works with local MOU partners for production and operation in overseas locations such as the US and Japan.
Our Work
Every brand wants to leave a different impression.
Rather than copying a reference, we translate each brand’s own language into space.
WHAT WE DO
From Korean popup stores to on-the-ground popups in the US and Japan — TL CREATIVE's 7 core services.
PROJECTS
Popup Stores
CEO Interview
How our two CEOs, Jeonghyeok Lee and Yubin Lee, see popups and the principles they work by.
We don’t see popups as short-lived, fleeting events, but rather as the most intense touchpoint where brands meet their customers. That’s why, from the planning stage, the first thing we define is 'What should customers feel and take away from this space?'
With overseas projects, we can’t be physically present at the site every day like we can in Korea, so the details in the planning phase become even more important. Things like the framework for collaboration with local partners, materials transport, and installation schedules all need to be thoughtfully planned in advance so we’re not thrown off by unexpected variables on-site.
For us, quality isn’t about flashiness, but about how accurately the essence of the brand is conveyed. Even for beauty brands, each one wants to present a different impression, so rather than simply copying references, we spend the most time translating each brand’s unique language into the space.
Rather than choosing the most dazzling proposal, we prioritize plans that actually fit the brand’s budget, schedule, and goals. No matter how good a design is, we believe it’s meaningless if it can’t be implemented on-site or if it diverges from the client’s objectives.
Building on the popup experience we’ve gained in Korea, we want to become the first partner that comes to mind for Korean brands entering the US and Japanese markets—by taking full responsibility from planning to local installation as a single, unified team.
Team Voices
Across countless projects, I've never had the same site twice. There were events like the Jinro Morning Is Back tour that took us to three different universities, and more recently, I even saw American visitors lining up at our hetras booth in LA, choosing their scents. Every project is different, but I think building that collective experience is our team's greatest asset.
The Round Lab LA booth stands out for me because we had such a short preparation period. Bringing to life the idea of 'explaining UV protection as if baking cookies' by building an oven-shaped fixture made me realize once again that pushing a concept all the way through is exactly what our role is.
After working on so many beauty brand popups, I learned that real VMD isn't just about making products 'look pretty', but about presenting them in a way that's true to each brand. For example, designing an entire space for a single skincare lineup, like the O HUI Yeoju Outlet popup, really drives that home.
The night before a popup opens, while I'm assembling the last of the fixtures, I always wonder, 'Can we really welcome guests tomorrow?' But seeing people lining up the next morning makes all those worries disappear. That feeling is why I keep doing this job.
When I see visitors taking another photo as they're leaving the store, it feels like my whole day has been rewarded. It's even more meaningful during events for long-established brands, like the Woongjin Food 50th anniversary, when older guests show their delight.
At projects like the VT Cosmetics LA booth, where there are tons of dumbbell and kettlebell objects, if even one step in the installation order goes wrong, the whole schedule can be pushed back by a day. The most thrilling moment is when we match up all the fixtures from the container according to the plans and finally see all the lights come on right before opening.
STORY
TL Creative planned and built three unique booths for hetras, ROUND LAB, and VT Cosmetics at the LA Convention Center. We captured the distinct identity of each brand—spanning fragrance, sunscreen, and skincare—through completely different spatial languages.
We created limited edition zones for ROUND LAB x OURR—featuring traditional Korean motifs—at Olive Young’s Westfield Century City and Pasadena stores. Though the same collection, each store offered a wholly different spatial experience tailored to its unique layout.
We managed the commemorative event for Woongjin Foods' 50th anniversary. The project highlighted that a multigenerational tone and manner becomes even more important the longer a brand’s history.
TL Creative delivered a full-service, one-stop solution for the CEID popup store at The Hyundai Seoul, handling everything from planning and spatial design to on-site operations. We condensed the brand story into a compact experience during the popup’s limited run.
The OHUI popup at Shinsegae Yeoju Premium Outlet brought the brand to life through spatial design and VMD. From planning to on-site event operations, see how TL Creative delivered it.
The Korean self-beauty brand ENTROPY opened a popup at Loft in Ginza, Tokyo. From installing display shelves to branding signage, TL Creative managed every step of filling the empty space with the brand’s products on the eve of its opening.
FAQ
The timeline varies depending on the scale and concept, but we generally recommend 2 weeks for planning and design, and an additional 2 to 3 weeks for production and installation. If you are working with a tight schedule, please contact us for a personalized consultation.
CONTACT
From domestic popup stores to on-site installations in the US and Japan — reach out and TL Creative will get back to you quickly.
info@tlcreative.co.kr
