Laneige & Space NK Pop-Up Activation, Covent Garden Piazza London.

SDD25/15_02: K-beauty powerhouse Laneige has launched its first-ever UK pop-up in the heart of London’s Covent Garden, in partnership with Studio Mya and Space NK. Set against the vibrant backdrop of the Covent Garden Piazza, the immersive experience introduces Laneige’s latest skincare innovation, the Bouncy & Firm range, through a blend of tactile exploration and expert education. Designed to celebrate hydration and skin resilience, the activation features complimentary skin consultations, photo-ready installations, and the opportunity to sample the brand’s peptide-infused serum, sleeping mask, lip treatment, and eye cream.

The pop-up is more than just a product showcase, it’s a fully-fledged “hydration haven”, offering visitors Milk Boba Teas, exclusive merch, and deluxe samples on a first-come, first-served basis. Plush outdoor seating and vibrant, content-friendly backdrops invite guests to relax and immerse themselves in the Laneige universe. This pop-up continues the trend of Covent Garden becoming a magnet for global beauty brands, following recent experiential activations from the likes of Chanel and Prada. With a focus on skin-first innovation and feel-good engagement, Laneige successfully delivers a multi-sensory retail experience that blends K-beauty’s playful charm with purposeful skincare storytelling.

Pictures courtesy of Studio Mya.

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