SDD25/11_01: Retail spaces are evolving beyond traditional storefronts, becoming immersive experiences that transport visitors into new worlds. One standout example is the AMI Paris pop-up in Seoul, a cinematic experience that blurs the lines between fashion, film, and storytelling. AMI Paris has taken over a 140-square-meter, two-level space at 35 Yeonmujang-Gil, Seongdong-gu, transforming it into a vintage movie theatre. Designed as a tribute to classic cinema, the pop-up i

SDD25/10_03: L’Oréal Paris’ Worth It Café, designed and produced by Seen Group, set a new standard for immersive brand storytelling. Created for the 2025 International Women’s Day campaign, the pop-up paid tribute to the marketing executive who coined the iconic tagline “Because I’m Worth It.” Blending Parisian elegance with a rich brand narrative, the space featured a chic café offering complimentary coffee and pastries, an intimate cinema screening a short film on the brand

SDD25/03_04: Maison Valentino, in partnership with the Abu Dhabi Investment Office, has unveiled Valentino Cinema, an immersive screening event that brings the timeless artistry of Italian filmmaker Federico Fellini to Abu Dhabi. Hosted at the 421 Art Campus, the event draws inspiration from Valentino’s Artistic Director, Alessandro Michele, and celebrates the eternal allure of Rome and its profound influence on global cinema. Through Maison Valentino’s Avant Les Débuts campa