W Concept, the Korean fashion and lifestyle platform owned by Shinsegae Group since 2021, opened a two-week pop-up in Paris on Tuesday, timed to the city's fashion week, as it works to convert its U.S. customer base into a European one.

The 3,765-square-foot space sits directly across from the Pompidou Center, which is temporarily closed for construction. It carries 600 items from 75 Korean brands spanning fashion, beauty, wellness and lifestyle, including Kimhekim, EENK, Bonbom and Minjukim, plus a sizable K-beauty selection.

The format departs from a standard retail setup. Visitors can browse and try products in person, but they cannot buy on the spot. To purchase, they scan a QR code and order online for home delivery, routing transactions through W Concept's e-commerce channel rather than a local point of sale.

The pop-up also spotlights 10 emerging brands from W Concept's W Stage development program, among them How to Love Me, Epoise, Love Dewey, Demeriel and Thisis Pine. Beyond apparel and beauty, the assortment includes vinyl records, Korean crafts and home objects such as carpets, reflecting the platform's stated ambition to export a wider variety of Korean culture beyond K-beauty and K-pop.

"Paris is a really important place for the fashion industry," said W Concept chief executive officer Jamie Lee. "We need to show some more young and upcoming designers here."

The Paris activation is part of W Concept's international expansion under Shinsegae, which acquired the platform in 2021. The company already has a strong customer base in the U.S., according to Lee, and is now looking to build its presence in Europe. Previous stops on the tour include London, Berlin and, most recently, New York Fashion Week.

For the 75 participating brands, the pop-up functions as a showcase rather than a wholesale channel: with no on-site inventory sales, the event's commercial payoff depends on whether showroom traffic converts into online orders and whether European consumers adopt the delivery model.

The pop-up runs through Oct. 12, and its results will likely inform whether W Concept commits to a more permanent European footprint.