From spatial planning and branding consulting to comprehensive guidance throughout the store opening process…
Supporting the Expansion of Offline Touchpoints for IP Brands
When content IP meets offline spaces, a brand experience that goes beyond a simple pop-up is created. “THE TEENIEPING,” an integrated brand based on SAMG Entertainment’s flagship IP “Catch! Teeniping,” demonstrated the offline competitiveness of family and kids’ brands by recording approximately 78,000 cumulative visitors from the opening of its Seongsu flagship store through May 2026. Building on this success, THE TEENIEPING expanded its offline presence to the One Grove location in Gangseo-gu, Seoul. For both projects, Cushman & Wakefield Korea provided space planning and store opening consulting services.
| Seongsu Flagship Store | One Grove Store | Cushman & Wakefield’s Role |
| Cumulative visits of approximately 78,000 by May 2026 | A brand store spanning approximately 200 square meters (60 pyeong) | Consulting on space planning and branding, as well as guidance throughout the entire store opening process |
Not a pop-up, but a flagship store - bringing the brand’s universe to life through the space From the very beginning, the THE TEENIEPING Seongsu store was conceived not merely as a retail space, but as a hub for brand experiences. Cushman & Wakefield Korea’s Retail Space Solution (RSS) team provided consulting on spatial planning and branding—including layout strategies, spatial concepts, and interior and exterior design—based on the brand planning direction set by SAMG Entertainment’s IP Business Division, ensuring that the IP universe of “Catch! TEENIEPING” was naturally reflected in the offline space. As a result, it has established itself as a brand flagship store that appeals not only to children but also to the MZ generation and foreign tourists, and has gained a reputation as a must-visit destination within the Seongsu commercial district.
Proven in Seongsu, Expanding to the One Grove Location
The brand experience and customer data accumulated in Seongsu led to the next store expansion strategy. SAMG Entertainment selected One Grove—a key mixed-use commercial district in western Seoul—as its next hub and opened an additional THE TEENIEPING brand store at One Grove, spanning approximately 200 square meters. One Grove is a mixed-use commercial district that attracts both a large number of office workers on weekdays and family visitors on weekends; it is a location where synergies with tenants specializing in children’s products—such as Champion The Black Belt, Musinsa Standard, and Top Ten Kids—are also anticipated. Cushman & Wakefield provided advisory services throughout the entire store opening process, from market analysis and site selection to negotiating lease terms and finalizing the contract.
A representative from SAMG Entertainment stated, “Our collaboration with Cushman & Wakefield went beyond simple advice on store openings; it was based on a deep understanding of brand strategy and spatial experiences.” They added, “They served as a meaningful partner in the process of expanding the brand experience—which began in Seongsu—to the One Grove location, and we expect the One Grove location to become a hub for conveying the THE TEENIEPING universe to even more customers.”
As a brand expands, its spatial strategy must evolve alongside it
This project serves as a case study demonstrating how spatial strategies must evolve in line with a brand’s expansion into offline channels. During the initial offline expansion phase, the focus is on spatial planning and branding consulting that translates the brand’s worldview into physical spaces, while in the multi-location expansion phase, the key lies in a store-opening strategy that takes into account market analysis and tenant mix. Cushman & Wakefield Korea supported the expansion of THE TEENIEPING’s offline presence with an integrated retail solution that seamlessly connects spatial planning, branding consulting, store expansion strategy, and leasing advisory services.
Jason Yun, Executive Director of Retail Leasing Group at Cushman & Wakefield Korea, said, “By accompanying the brand through its expansion of offline touchpoints - from the planning of the Seongsu flagship store to the opening of the One Grove location - we were able to demonstrate how a good space partner can translate the brand experience into a physical space.”
As the offline expansion of content IP emerges as a core pillar of brand strategy, demand is also rising for retail consulting that provides comprehensive support for spatial planning, branding advisory services, and store expansion strategies. Based on the expertise in transforming IP brands into physical spaces accumulated through this ‘THE TEENIEPING’ project, Cushman & Wakefield Korea plans to expand its role as an integrated retail partner, supporting domestic and international brands in expanding their offline touchpoints and developing spatial strategies.
