Seoul’s Offline Retail Event Store Phenomenon: The Rise of Content-Driven Retail

Apple TV+, ORES by Project Rent in Seoungsu Seoul

After experiencing the claustrophobic loneliness of the pandemic, a holodeck(Yes like in Star trek) would have been incredible. Offering the ultimate escapism, wish fulfillment, and providing a perfectly immersive virtual reality experience into fundamental human desires for exploration, creativity, and the opportunity to live out fantasies in a safe and controlled environment. While we cannot yet achieve a holodeck;  In South Korea,  a company, Project Rent is trying to offer this type of experience. Instead of traditional offline retail they are pioneering offline retail event stores or ORES.

The evolution of the ‘Off-line Retail Event Store’

In the past, the term “pop-up” often evoked a fleeting, almost disposable business format—a quick way to sell a product and move on. It was a trend and tool that came and went. However, about eight years ago, Project Rent, started with a new vision for retail. A new term, “Offline Retail Event Store (ORES),” emerged. Pop-ups took on a profoundly different and, quite frankly, unbelievable meaning. Instead of disappearing they would be up-cycled. So the space is no longer just a temporary store; it’s a shifting  dynamic, immersive, and data-driven experience that is reshaping urban spaces and the future of retail. This is not a comeback—it’s a profound evolution, an entirely new phenomenon.

Apple TV+, ORES by Project Rent in Seoungsu Seoul

Hyundai Motors, ORES by Project Rent in Seoungsu Seoul

Lotte, ORES by Project Rent in Seoungsu Seoul

The City Is Our Canvas

For the last few years, the streets of Seoul have been buzzing with a new kind of energy. One day, a vacant shopfront; the next, it’s a vibrant, eye-catching space with a line stretching down the block. This isn’t a permanent store—it’s an ORES, and it’s completely transforming the city’s retail landscape.

People aren’t just shopping anymore. They’re seeking out unique experiences, compelling stories, and shareable moments that online retail simply can’t deliver. This is why ORES are so powerful. ORES are a direct respons

How ORES are Changing the Game

The Seongsu district in Seoul is the perfect example. Once an industrial neighborhood filled with old factories, it’s now one of the city’s trendiest hotspots. This incredible transformation was driven by a “content-first” philosophy, where spaces are designed to be immersive, not just transactional.

ORES in Seoul are engineered to turn a brand into an event. They offer a deep, interactive experience where customers can feel, touch, and participate, creating a strong emotional connection. This approach has a domino effect for the rehabilitation of downtowns:

• Viral Power: The ORES itself becomes a “photo spot,” inspiring visitors to create and share content on social media. This gives brands massive promotional reach at a fraction of the cost.
• Data-Driven Impact: Technology tracks visitor behavior, providing measurable insights into which experiences are most effective. This moves beyond simply creating a pretty space and allows brands to demonstrate their marketing effectiveness with hard data.

This Is Just the Beginning

Immersive experiences, such as the ORES revolution that started in Seoul, are now a global movement. We’ve already seen massive installations like the Las Vegas Sphere and viral campaigns like the Barbie House, proving that this desire for unforgettable physical experiences is a worldwide phenomenon.

Seoul’s ORES culture isn’t just a fleeting trend. It’s a bold vision for how physical spaces can create new value for customers, brands, and bring our cities back to life.