[Have You Been There?] "Until the Joy of Living Becomes Your Taste…" The Edit 10th Anniversary Pop-up Store

[비즈한국] ‘If there’s no joy in living, let there at least be the joy of buying.’

Is there any slogan that expresses consumption more attractively? The lifestyle magazine ‘The Edit’ has used this slogan while curating sophisticated tastes across various platforms, including their website, YouTube, newsletters, and Instagram. With a combined following of over 1.3 million, their subscriber count is a testament to how appealing the "taste" they sell really is. Therefore, for those who value smart consumption, the The Edit 10th Anniversary pop-up store currently open in Seongsu-dong, Seongdong-gu, Seoul, is bound to be enticing. I visited the scene of a birthday party with a distinct concept that is uniquely 'The Edit'.

The scene of The Edit 10th anniversary pop-up store held in Seongsu-dong, between Seoul Forest Station and Ttukseom Station. The more proactive you are as a visitor, the more fun you will have. Photo provided by Jeong Su-jin

This pop-up store is an event prepared by The Edit, which was founded on June 29, 2016, to mark its 10th birthday. It encourages active participation by setting up the premise that visitors become 'intern editors' of The Edit. The key is that as an intern editor, I get to create ‘my own magazine.’ Visitors receive a magazine kit at the entrance and complete their magazine by finding ‘their own taste’ from the product archives and quotes that The Edit has covered over the past 10 years, which surprisingly keeps you highly focused.

The ‘Taste Card Picking’ zone where you have to choose only five cards out of dozens of products. The five cards carefully selected clearly show my personal taste. I guess I am a person who loves to eat, drink, and binge-watch dramas. Photo provided by Jeong Su-jin

The first place you encounter on the second floor is the ‘Taste Card Picking’ zone. You pick five items that best describe you from the countless food, art, and tech items The Edit has introduced over the past 10 years. Since these choices reveal your personal taste, you find yourself being extra careful. An added bonus is that the process makes you think about yourself once more. The following ‘Quote Collection’ zone is similar. It features piercing quotes about consumption and taste, including ‘If there’s no joy in living, let there at least be the joy of buying,’ waiting for visitors.

The ‘Quote Collection’ zone where you can pick the best quotes about consumption and taste that The Edit’s editors have presented over the past 10 years. I like the quote ‘It fits my taste, so it’s okay if it doesn’t fit yours’ the best. Photo provided by Jeong Su-jin

As it is a place to commemorate their 10th anniversary, there are also zones where you can explore the experience The Edit has accumulated. From the desks of editors by seniority—such as the youngest first-year editor to the 10th-year and the CEO—to the 10 commandments of the editor's code of conduct, the space dedicated to the people who built The Edit is on display, allowing fans to enjoy a peek into the lives of the editors. Don't forget to visit the Interview Zone, where you can leave a short interview video as a wrap-up to your intern editor experience.

As a place to commemorate the 10th anniversary, you can get a glimpse of the history and philosophy of The Edit, as well as the spaces of the editors who make The Edit. Photo provided by Jeong Su-jin

Since no one hates freebies, the ‘Lucky Draw’ zone is arguably the most exciting place. In partnership with Naver Pay, the lucky draw offers small joys to everyone with no 'losers,' and my companion and I couldn't hide our excitement as we won a Heriter Eco Glass and Naver Pay points. For reference, one person every day can become the winner of 1 million Naver Pay points!

The alluring space that keeps visitors hooked, the ‘Lucky Draw’ zone. You could be the winner of 1 million Naver Pay points. Photo provided by Jeong Su-jin

You shouldn't miss the 'Check Your Naver Pay Point Level' corner either. As you likely use Naver Pay for many real-life purchases, you will be surprised to find you have a higher level than you thought. There are surprise gifts depending on your level, so it's convenient to install the Naver Pay app before visiting. The merchandise, which is essentially the "filling" of the pop-up store, also comes with a 50% discount when paid with Naver Pay, doubling the joy of buying.

The Edit’s merchandise. You get a 50% discount when paying with Naver Pay, so there's no reason not to use it, right? Photo provided by Jeong Su-jin

When the joy of living is lacking, we often buy things impulsively, self-deprecatingly calling it ‘stress-relief spending’ to cover it up. However, the items we end up with through ‘mindless consumption’ rarely bring the expected joy and often just leave our wallets empty. Over the past 10 years, The Edit has talked not about how to consume more, but how to consume better. This pop-up store does not stop at just looking at The Edit’s 10-year history and merchandise; it also invites you to think about your own consumption habits and tastes while peeking into The Edit’s philosophy and beliefs. If you find it increasingly hard to find the joy of living, head over to The Edit 10th anniversary pop-up store and at least find the joy of shopping with their guaranteed-win lucky draw.

The Edit 10th anniversary pop-up store runs until June 28, and advance reservations can be made until June 27. However, walk-ins may be available depending on the situation.