Ashley Queens Opens 'House of Ashley' Pop-up in Seongsu-dong to Showcase Brand World
Creatrip Team
2 months ago
Ashley Queens, a buffet brand under E-Land Eats, opened a visually driven pop-up exhibition called 'House of Ashley' in Seongsu-dong, Seoul to present its newly developed brand narrative and expand its customer base. Running from Nov. 20 to Jan. 25, the pop-up blends exhibition, storytelling and F&B: the 'Heritage Room' visualizes a three-generation family story with museum pieces (from E-Land Museum) such as tableware used at John F. Kennedy’s wedding and the green curtain dress from Gone with the Wind; 'Ashley Table' serves collaborative new dishes like a Beef Wellington burger by chefs O Se-deuk and Park Jun-woo; and a reservation-only 'Dessert Museum' offers a dessert buffet that sold out for December within one minute. The brand aims to move beyond value-for-money perception toward experience-led growth to attract MZ generation customers, testing concepts on the site planned for the permanent Seongsu branch opening in March. Ashley Queens projects 2024 expansion to 150 stores and targets annual sales of 800 billion won (about 8000억) while keeping price accessibility and raising premium experience across outlets.
