Shinsegae Casa Launches Pop-up at Yeoju Premium Outlet, Delivering Casamia's Brand Philosophy to Customers

A special campaign booth that turns Richard Woods' signature work into an icon

Shinsegae Casa, Shinsegae Group's flagship living & lifestyle company, is rolling out Casamia's 2023 brand campaign, ‘CASAMIA GUUD HOME,' under the theme ‘The Good Home Everyone Wishes For.'

For many years, Casamia has observed people's homes in search of an answer to the question, ‘What is it that makes a place where I become happy?' As a brand that places great importance on the meaning and value of the home, Casamia has continued a series of campaigns built around the keyword ‘CASA' — the Italian word for ‘home' — from ‘CASA, a New World' in 2021, to ‘My Stage, My CASA' in 2022, and now ‘CASAMIA GUUD HOME' in 2023.

This ‘Casamia Guud Home' campaign was designed to convey to customers Casamia's brand philosophy of making ‘home' — the foundation of life — and the scenes of daily life within it more valuable and beautiful. It was presented in pop-up form at the outdoor plaza of Shinsegae Simon Yeoju Premium Outlet. The strategy is to reach out directly to customers as they welcome their first mask-free spring since the pandemic, connecting and communicating what Casamia pursues through a variety of content. At this pop-up, visitors can encounter a special campaign booth that turns ‘Holiday Home,' the signature work of world-renowned artist Richard Woods, into an icon. Rendered in bold lines and vivid primary colors, it takes on a surreal form, as if a house from a cartoon had leapt into reality — with the real-world space, filled with crowds drawn out by the bright spring air, becoming a canvas that makes it stand out all the more. In particular, this campaign pop-up booth was designed with enough space for several people to enter at once, heightening brand immersion. The interior of the booth was arranged as a small store selling a variety of items dressed in Richard Woods' distinctive pattern designs. Visitors can appreciate Richard Woods' warmly textured woodcut works, and a range of items and iconic goods bearing his unique pattern designs are on offer. In one corner, about ten works from the ‘BIG GARDEN' exhibition currently on view on the 4th floor of the Casamia Seorae Village store are displayed, expressing art blending into the home.

In this way, this campaign pop-up, which turns a single artwork into a space, embodies the intention of presenting a lifestyle that adds value to everyday life. At the same time, it offers the distinctive pleasure of experiencing shopping and an exhibition together. For visitors who experience it, it becomes a work of installation art in itself and a source of inspiration on a whole new level. In addition, the ‘Casa Guud Home' pop-up also features a ‘Spring Garden' tailored to the spring season. Lush with yellow spring flowers, the ‘Spring Garden' blends naturally with the campaign booth, radiant as if one had stepped into an outing within a painting. On the large mirror wall installed alongside it, the campaign booth is reflected, allowing visitors to capture photos with Casamia's special home.

A wealth of events has also been prepared for visiting customers. When purchasing pop-up products, customers receive a variety of gifts and gain the chance to take part in a lucky roulette event. Visitors can enjoy a range of activities, including a coloring experience event where they can fill in postcards covered with Richard Woods' patterns to their own taste, and an instant photo booth for keeping a memento of their visit.

A Shinsegae Casa official said, “We hope this campaign pop-up will be a time for many customers to experience the value unique to Casamia while reflecting on the meaning of home,” adding, “Starting with the Yeoju Premium Outlet, we plan to continue operating campaign pop-ups that resonate with our brand philosophy, so that we can communicate more actively and closely with our customers.”

Meanwhile, the Casamia store located within the Yeoju Premium Outlet is also holding a special event to celebrate the campaign pop-up launch. Customers can receive an additional 10% discount on top of up to 40% off displayed products in the store, along with further benefits such as a Shinsegae gift certificate worth about 3% of the purchase amount and, for new members, Guud Points that can be used like cash.

▲ A campaign booth that turns ‘Holiday Home,' the signature work of world-renowned artist Richard Woods, into an icon

▲ Lighting dressed in Richard Woods' pattern design

▲ Richard Woods' signature pattern





▲ The Spring Garden, lush with yellow spring flowers