GUESS turned its Melrose Avenue flagship into a pop-up for Stray Kids member and global brand ambassador Hyunjin, marking the next phase of their partnership with a weekend-long event in Los Angeles.
Ahead of the public opening, Hyunjin made an appearance at the store, drawing fans into a space staged around imagery from his inaugural global GUESS campaign. The activation reached past the storefront, with billboards across Los Angeles and large-scale campaign imagery on the flagship’s exterior.
Hyunjin for GUESS
Inside, GUESS staged the interior to match the campaign’s youthful denim look. Visitors encountered bus stop-inspired installations, a vintage-style phone booth where fans could record video messages for Hyunjin, a custom photo booth, collectible merchandise, and denim personalization stations featuring laser graphics, patches, and heat-press applications.
GUESS released exclusive apparel and accessories tied to the campaign during the event, and shoppers received limited-edition gifts featuring Hyunjin’s imagery. The pop-up marks GUESS’ continued investment in experiential retail under Nicolai Marciano, using fashion, music, and fandom to turn the flagship into a weekend stop for Hyunjin fans.
