더네이쳐홀딩스(대표 박영준)가 전개하는 브리티시 컨템포러리 브랜드 ‘브롬톤 런던’이 글로벌 자동차 브랜드 MINI와 협업한 팝업스토어가 전국적으로 흥행을 이어가고 있다.
‘Made in the UK, Made for the City’를 주제로 한 이번 협업은 작지만 강력한 메커니즘을 상징하는 두 브랜드가 만나, 공통된 가치인 영국적 헤리티지와 도시적 모빌리티를 동시에 담아낸다. 두 브랜드는 이번 협업을 통해 한국 최초의 MINI 컬래버레이션 바이크와 브리티시 감성의 의류 및 라이프스타일 아이템을 선보였다.
협업 컬렉션은 공개 직후 폭발적인 반응을 얻었으며, MINI 에디션 바이크는 출시 약 2주 만에 재고의 절반 이상이 판매 완료됐다. 협업 공개 이후 전국 오프라인 매장 매출도 평균 두 배 이상 상승하며, 이번 협업이 브랜드 전반의 성장 모멘텀으로 작용했다.
협업을 기념해 진행된 팝업스토어도 뜨거운 호응을 얻었다. 신세계백화점 강남점 팝업은(9월 29일~10월 12일) 해당 기간 동안 매출 2억 원을 달성했으며, 추석 연휴 기간 진행된 롯데월드몰 팝업(10월 3일~15일)에는 약 2만 명이 방문했다. 특히 현장 방문객들이 인스타그램과 네이버 등 주요 SNS를 통해 팝업 인증샷을 업로드하며 온라인에서도 높은 관심을 끌었다.
또한 협업 내용을 담은 영상 콘텐츠 역시 SNS상에서 큰 화제를 모으며 누적 조회수 200만 회를 돌파했고, 미국 온라인 커뮤니티 ‘레딧(Reddit)’에서도 MINI 컬래버레이션 바이크에 대한 긍정적인 반응이 이어졌다. 한국에서 시작된 이 열기는 태국, 말레이시아, 중국, 일본 등 아시아 전역으로 확산되며, 역수출 가능성도 검토되고 있다. 이를 통해 브롬톤 런던은 ‘아시아 내 브롬톤 트렌드세터’로 자리매김하고 있다.
브롬톤 런던 관계자는 “이번 MINI 협업은 두 브랜드가 공유하는 영국적 헤리티지와 도시적 감성을 새로운 형태로 풀어낸 의미 있는 만남이었다”며, “국내를 넘어 아시아 전역에서 이어지는 뜨거운 반응을 통해 브롬톤 런던이 도시적 라이프스타일의 상징으로 자리매김하고 있음을 확인했다”고 말했다.
한편, 브롬톤 런던은 지난 13일 오픈한 현대백화점 판교점(10월 13일~26일)에 이어, 오는 10월 23일 롯데아울렛 의왕점(10월 23일~11월 9일)에서도 협업 팝업스토어를 추가 운영할 예정이다. 현장에서는 MINI 차량 시승 행사와 가챠 머신 이벤트 등 다양한 고객 참여형 프로그램이 함께 진행된다.
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