화요일, 12월 23, 2025
HomeDaily NewsBeauty오딘스, 12월 뉴욕서 K-뷰티 멀티 브랜드 팝업 ‘뷰티베이커리’ 개최
Beauty

오딘스, 12월 뉴욕서 K-뷰티 멀티 브랜드 팝업 ‘뷰티베이커리’ 개최

이정민 기자
By 이정민 기자
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글로벌 엔터테인먼트 그룹 오딘스가 오는 12월 뉴욕 맨해튼 한복판에서 K-Beauty 멀티 브랜드 팝업스토어 ‘뷰티베이커리(Beauty Bakery)’를 개최한다.

‘뷰티베이커리’와 참여 크리에이터 4인은 한국 시간 11월 3일 오전(뉴욕 시간 11월 2일 밤) 깜짝 틱톡 라이브를 통해 공식적으로 두 번째 팝업 개최 소식을 알렸다.

지난 6월 싱가포르에서 열린 첫 번째 팝업은 1500만 팔로워를 보유한 크리에이터 ‘하시스터즈(Ha Sisters)’와 함께 성황리에 진행됐으며, 수만 명의 방문객이 현장을 찾고, 소셜 미디어 상에서 폭발적인 화제성을 입증했다.

이번 뉴욕 편은 첫 팝업 이후 6개월 만에 선보이는 오딘스의 두 번째 대형 프로젝트로, 온라인과 오프라인 공간을 활용해 지난 팝업 대비 두 배 이상의 투자 규모를 들여 준비 중이다.

특히 이번 팝업에서는 소셜미디어에서 총 4000만 명 이상의 팔로워를 보유한 에이미(Amy Flamy), 헤일리베일리(Haleyybaylee), 에블린 하(Evelyn Ha), 에리카 하(Erica Ha) 4인이 ‘뷰티 셰프(Beauty Chef)’로 참여한다. 이들은 각자 직접 선정한 40여 개의 K-Beauty 브랜드를 미국 현지 소비자에게 선보이며, 단순한 제품 소개를 넘어 각자의 뷰티 여정과 철학이 담긴 ‘뷰티 레시피(Beauty Recipe)’를 공유할 예정이다.

현재까지 참여가 확정된 브랜드는 달바(d’Alba), 어노브(UNOVE), 디어클레어스(dear, klairs), 퓨리토 서울(Purito Seoul), 바노(Bano)를 비롯해 북미 시장에서 빠르게 성장 중인 다수의 K-Beauty 브랜드다. 이들은 ‘뷰티베이커리’ 팝업 공간에 입점해 단순 전시를 넘어 크리에이터의 뷰티 취향과 스토리가 담긴 ‘뷰티 레시피 셀렉션(Beauty Recipe Selection)’을 통해 소비자에게 브랜드의 진정성을 전달할 예정이다.

팝업은 12월 9일부터 15일까지 7일간 진행되며, 그랜드 오프닝 이벤트, 한정판 패키지, 토크 세션 등 다양한 현장형 프로그램이 함께 펼쳐질 예정이다. 업계에서는 이번 행사가 연말 뉴욕 뷰티 씬을 대표하는 하이라이트 이벤트로 자리매김할 것으로 기대하고 있다.

오딘스는 싱가포르에서의 성공은 크리에이터와 브랜드, 그리고 소비자가 한 공간에서 만나며 만들어내는 시너지를 입증한 사례였다며, 이번 뉴욕 팝업은 새로운 크리에이터들이 합류해 더욱 확장된 오디언스를 대상으로 K-Beauty라는 매개를 통해 온라인과 오프라인의 경계를 허물고, 그 공간을 방문하는 모두에게 특별한 경험을 선사할 것이라고 밝혔다.

‘뷰티베이커리’ 팝업과 관련한 RSVP 및 공식 업데이트는 뷰티베이커리 공식 인스타그램(@beautybakery.official)을 통해 순차적으로 공개될 예정이다.

오딘스는 새로운 세대를 위한 글로벌 엔터테인먼트 그룹이다. 크리에이터가 이끄는 커뮤니티가 어떻게 새로운 시장이 되는지를 탐구하며, 전 세계 여러 도시의 크리에이터들과 함께 온오프라인을 넘나드는 콘텐츠와 경험, 리테일을 연결하는 새로운 커뮤니티와 플랫폼을 만든다.

그 첫 번째로 K-뷰티를 중심으로 전 세계 도시를 여행하며, 크리에이터·브랜드·커뮤니티를 연결하는 글로벌 프로젝트 ‘뷰티베이커리(Beauty Bakery)’를 만들고 있다.

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