ILLIT’s pop-up event themed around the group’s new ‘NOT CUTE’ concept officially opened on the 25th.
According to HYBE’s music label BELIFT LAB, ILLIT will host the pop-up from today through the 30th at SPACE #2 and #3 on the 4th floor of KTown4U COEX in Gangnam, Seoul, celebrating the release of their first single album ‘NOT CUTE ANYMORE.’
The pop-up fully recreates the office setting featured in the ‘NOT CUTE’ version concept photos, giving visitors an immersive experience. Neutral-toned office spaces are accented with kitschy props for added charm.
Fans can also check out various merchandise, including the physical album collaboration with UK fashion brand Ashley Williams, hand mirrors, magnetic card holders, and apparel inspired by the ‘Little Mimi’ merch keychain dolls.
The space is filled with interactive elements, including a message zone to leave notes for ILLIT, a listening booth, photo booth, and lucky draw. The on-site café offers special member-themed desserts that come with exclusive photocards, mini posters, and cup holders.
On opening day, long queues formed early as fans waited to enter. Visitors entered sequentially via a queue management system, enjoyed the pop-up freely, and shared their experiences on social media while celebrating ILLIT’s “NOT CUTE” sound and aesthetic.
Meanwhile, ‘NOT CUTE ANYMORE’ has been receiving strong reactions since its release. The single and its title track hit No. 1 on Melon’s “Hot 100” and Japan’s AWA real-time rising chart. It also entered the iTunes “Top Songs” chart in over 10 countries and regions.
ILLIT will give the first broadcast performance of “NOT CUTE ANYMORE” on KBS2’s ‘Music Bank’ on the 28th.
SEE ALSO: ILLIT drops oneiric music video for "NOT CUTE ANYMORE"
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