TL CREATIVE

TL Creative directly manages the entire process of planning, design, production, and operation of popup stores in Korea, and collaborates with local partners from production to operation in overseas markets such as the US and Japan.

CEO Interview

Q. What kind of popups does TL Creative pursue?

이정혁 CEO — 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?'

Q. What is the most important factor when working on both domestic and international (US/Japan) projects?

이유빈 CEO — 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.

Q. How do you define 'quality'?

이정혁 CEO — 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.

Q. What is the most important principle when working with clients?

이유빈 CEO — 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.

Q. What kind of future does TL Creative hope to build?

이정혁 CEO — 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.