Here's What Went Down At New Balance's 574 Pop-Up in Seoul
Seoul sneakerheads arrived in full force to the that was held between August 31–September 6 to celebrate the . Hosted by alongside , The Hyundai Seoul’s Iconic Square space was serving up a 574 history lesson that dates back to the 80s. All to celebrate the model's 35th birthday, the icon ‘Worn By Anyone’ was the belle of the ball, honoured with immersive bespoke visual art, a historical archive curated by Sneaker Freaker, and exclusive product on sale.
The doors to the 574 pop-up were flung open on August 31, garnering a line-up of dedicated New Balance fanatics.
Punters were greeted by plenty of grey on display, an homage to the classics, showcasing timeless colourways that will never go out of style. Stepping further in, you couldn’t miss the lush room ensconced in greenery. Dedicated to the 574’s heritage was the archive, displaying plenty of sought-after iterations and Korean-exclusive colourways. On show was a swathe of iconic and rarely seen pairs housed in glass cases – like the colab, SF's and – the archival section had heaps of heat. The grand finale was the Legacy area, which was covered in marble, boasting pillars and statues that exuded an opulent feel. Here, attendees had the chance to scoop their own pair of 574s with specialised styling options such as ribbon or rope laces. Bespoke digital art was tailored to each respective section, entrancing the crowd with eye-catching visuals.
You best believe Seoul’s sneaker community showed up to the Iconic Square rocking their best – from colabs to crisp – it was wall-to-wall heat on-feet!
An exclusive zine was created by Sneaker Freaker for this pop-up event, featuring a history of the 574, an incomplete list of collaborations and more! Never to be made available again, a lucky few attendees were able to take home a copy.