SHINSEGAE HYPER GROUND Grand Opening
About this event
A new, previously-executed-only-in-Paris, K-Beauty pop-up, Shinsegae HYPER GROUND, will open in New York for a 3-month shopping experience direct from Korea. 30+ K-Beauty brands will be available for New York consumers to discover, experience, and buy in real life.
On opening day, Friday, Oct. 2 at 10 AM:
The first 200 guests to visit the shop will receive a gift bag worth more than $100 of K-Beauty skin care, make up, hair care, and wellness. (No purchase required.)
Then, the first 100 customers will receive a gift worth more than $300, with a purchase of $100 or more. (First 100 customers, only.)
And weekly, once it’s opened:
Each week, a different brand will host its own event, with a new offer, activation, and new gift with purchase.
Shinsegae HYPER GROUND brought only about 10 brands to Paris last summer, but will make an even bigger impact in New York at The Shops at Hudson Yards, Oct. 2-Dec. 31.
Though some of the brands can be found online, most of the participating brands will be making their physical retail debut in the US, like skit, founded by Korean model Irene Kim, or MiHak, Seoul-based fragrance and lifestyle brand built around the philosophy of “Perfumed Life Manner.” See attached for the full brand list!
HYPER GROUND is Shinsegae’s global K-beauty brand platform, built to connect Seoul’s newest brands and innovations to the world. Its curatorial philosophy is to show “what’s next from Korea,” not simply, “what is popular in Korea.”
Seven days a week, Oct-Dec., Hudson Yards visitors will be able to explore the newest of K-Beauty via six zones themed by category, like “Seoul Morning & City Glow” (facial skincare and devices), “Seoul Senses” (perfume and home fragrance) and “Night Reset” (scalp and hair care, night formulas, inner beauty.)
K-Beauty fans will want to pop by weekly for something new, as each week, a different brand will celebrate its own Brand Week, with its own creative activations, discounts and giveaways.
Shinsegae HYPER GROUND
Oct. 2-Dec. 31, 2026
The Shops & Restaurants at Hudson Yards
