This Christmas, Korea takes over the Marais: the must-visit pop-up shop

PURE DESIGN: An Immersive Experience in Contemporary Korean Aesthetics in Paris Ahead of Christmas

Looking to experience Korean culture from a fresh perspective?
For just four days, SOIH is hosting its pop-up ÉPURER, an immersive event set in the heart of the 3rd arrondissement of Paris. Located in the Marais district, it runs from December 17 to 20.

Inspired by the theme "Simplify — remove the unnecessary to reveal the essential", this pop-up showcases a curated selection of 100% Korean brands and designers. Here, minimalism, craftsmanship, and modern sensibility come together with understated elegance.

Among the brands and artists showcased — all from South Korea’s vibrant creative scene:

BON’ee — contemporary decor pieces inspired by traditional Korean minhwa painting

BUZZER ON — women’s ready-to-wear featuring minimalist, high-end pieces

Brynn — a Korean cosmetics brand offering premium vegan skincare products with a focus on ritual, simplicity, and essentials

Clemence — contemporary jewelry with sleek, minimalist designs

Dessert Monde — a Parisian pastry shop blending Korean ingredients with culinary traditions

Green Flair — traditional good luck charms reimagined with a contemporary twist

INSAN KIM — Korean artist whose visual universe explores line, emptiness, and contemporary Korean aesthetics

ipsé — a Paris-based graphic designer showcasing their 2026 calendar alongside limited-edition keychains and seasonal cards

Lacqraft — Korean lacquered trays reinvented with sleek modern designs and bold, vibrant colors

Osulloc — a renowned Korean tea house celebrated for its exceptional matcha, inspired by the mists of Jeju Island, blending rich aromas with centuries-old craftsmanship

An ideal selection for exploring — or gifting — a unique present ahead of the holiday season.

An Engaging and Immersive Experience

Beyond the exhibition, ÉPURER offers a dynamic lineup of events filled with engaging encounters and immersive experiences:

- Pastry Workshop with Dessert Monde

Discover Hwajeon (화전), a traditional Korean treat made from rice flour and beautifully topped with edible flowers.

Sign-ups are required and available exclusively through the following link:

Register for the workshop here!
Limited spots available

- Brand Introductions

Every day at 2:30 PM, join a guided tour with Claire to explore the stories and creative processes behind the brands
(Duration: 30 minutes — no registration required, free entry)

- Christmas mini-concerts

Festive performances filled with the spirit of Christmas, set in a warm and inviting atmosphere:

Wednesday, December 17 at 8 p.m. — soprano Lim Eunhye presents a captivating performance

Saturday, December 20th at 7 PM — Sunyoung Kim, a musical theatre actress and jazz singer, performs live in concert

- The perfect pre-Christmas break

Seen as a space for exploration and inspiration, ÉPURER appeals not only to design and culture enthusiasts but also to those looking for a unique gift as Christmas approaches.

Just before the holiday season, this pop-up presents a unique opportunity to explore a modern, sophisticated Korea right in the heart of Paris.

Presented by SOIH, the curator of everyday objects and iconic Korean designer brands, ÉPURER invites visitors to discover this minimalist aesthetic so beloved in Korean culture — and to thoughtfully craft their Christmas gift lists with style and purpose.