Immersive game and creation platform Roblox has partnered with MUSINSA, Korea’s largest fashion and beauty platform, to open ‘My Life with Roblox,’ an experiential pop-up where young people of all ages can explore Roblox’s popular IP.
The pop-up will run for approximately three weeks, from July 26 to August 12, across four locations centered around Musinsa Mega Store Seongsu: #1 Musinsa Store Seongsu, #2 Musinsa Kicks Seongsu, and #3 Musinsa Standard Seongsu. Operating hours are from 11:00 AM to 10:00 PM daily.
High interest in the pop-up was evident from the pre-registration phase. With fans flooding the official Roblox Korea social media accounts with comments like, “I booked the first slot on the first day!” and “I’m definitely going,” Roblox is offering both pre-registration and walk-in entry to ensure anyone visiting Seongsu-dong can enjoy the experience.
This collaboration was designed to broaden engagement with the younger generation and provide a new brand experience that bridges the virtual and physical worlds. By combining their respective strengths in offline and online spaces, Musinsa and Roblox are positioning this pop-up as a must-visit hotspot in Seongsu-dong.
The main venue, Musinsa Mega Store Seongsu, recreates the everyday spaces where users typically enjoy Roblox. Familiar settings like a study room, subway station, convenience store, and internet cafe have been transformed into interactive experience zones, bringing virtual world experiences into reality. Notably, the internet cafe-themed booth allows visitors to play Roblox’s popular FPS game, ‘Overkill,’ on-site.
Additionally, an exclusive merchandise store offers a variety of Roblox-themed products created specifically for this collaboration. Featured items include daily essentials like ball caps, reusable bags, and desk pads, as well as character keyrings, camping tumblers, and coin wallets inspired by individual games.
Other Musinsa locations in Seongsu-dong have also been transformed into unique spaces that maximize the genre and concept of each game. Musinsa Store Seongsu captures the mysterious atmosphere of the survival game ’99 Nights in the Forest.’ Visitors are encouraged to explore the venue by participating in a challenge to find hidden game-related items, naturally guiding them through the entire space.
Musinsa Standard Seongsu is themed after the new magical girl game ‘EMOTIA ESCAPE.’ The venue features an ‘Emotian Reincarnation Test’ kiosk that matches visitors with a character that suits them, a feature expected to resonate well with younger crowds. Musinsa Kicks Seongsu, themed after the action game ‘Knock Out!’, displays penguin character figurines—the game’s mascot—throughout the store and includes a special board game table for hands-on fun.
A rich array of online-to-offline (O2O) programs bridging the virtual and physical worlds is also available. A ‘Stamp Tour’ across the Seongsu-dong locations offers various rewards and lucky draw opportunities based on the number of missions completed, with a special package awarded to those who finish all missions. Furthermore, the site features exclusive collaboration merchandise that blends Roblox’s original aesthetic with Musinsa’s fashion trends. Additionally, Musinsa Store Seongsu will open an extra event space from August 1 to 31, featuring additional games and experiential zones such as an ASMR ‘Wax-ppu’ zone.
To complement the physical event, the online game ‘MUSINSA Street’ has been launched, recreating the alleys of Seongsu-dong in the virtual world, allowing users to continue their brand experience online after their offline visit.
Richard Chae, Country Manager of Roblox Korea, stated, “This collaboration with Musinsa proves the infinite scalability of Roblox’s world, which has been loved in virtual spaces, when it meets offline reality. We are delighted to use this Seongsu-dong pop-up to further promote our identity as a platform where the 2030 generation can gather, enjoy themselves, and spend time together.”
