Founded in 2015 by Tel Aviv-based siblings Elad Yam and Neta Yam Katz, lifestyle brand Urban Sophistication has swiftly captivated a young, savvy audience with its quirky and playful designs. The brand’s rapid rise can be attributed not only to its unique aesthetic but also to endorsements from influential Millennial and Gen Z icons. Following the success of last year’s pop-up store in Tokyo’s bustling Harajuku district, Urban Sophistication has now opened a new pop-up in one of its target demographic’s most vibrant fashion and lifestyle hubs: Seoul.
Located on Itaewon-ro, a lively street in the leafy Hannam area, the temporary store boasts an interior designed by local art and design firm **Studio Practice**. The space features a clean and understated design with playful, rough edges. It is sparsely furnished, with wall-mounted shelving on one side displaying Crayon bags, and a sleek suspended metal rail showcasing various iPhone cases and apparel items. A small sales counter is positioned at the back of the store, complemented by a black leather ottoman for seating. Adding to the unique decor, two differently sized bows, inspired by a part of the bag collection, burst from the side wall as decorative elements.
The Urban Sophistication pop-up store is open daily from 11am to 8pm and will run through June 24.
**Store Details:**
– Location: 240 Itaewon-ro, Basement Shop 3, Hannam, 04400 Seoul
– Hours: Daily 11am-8pm
For more information, visit the [Urban Sophistication website](https://www.urbansophistication.com).