GS E&C

GS Engineering & Construction’s premium residential brand Xi announced that it has opened a brand pop-up store at Incheon International Airport, becoming the first in the construction industry to do so.

Under the theme “Everyday Life Like a Journey,” the pop-up store, located in the departure hall of Terminal 1 at Incheon International Airport, conveys the message that the special moments one expects from travel can also be found in everyday life at Xi.

At the booth, visitors will be greeted by large-scale media art displayed on LED screens, inspired by Xi’s architectural design, landscaping, and community spaces. The visual content draws a connection between the excitement of beginning a journey at the airport and the values that the Xi brand embodies—allowing even first-time visitors to intuitively understand Xi’s philosophy.

An interactive photo kiosk also provides an AI-generated profile experience for visitors. Using facial recognition, the system creates personalized profile images that express each customer’s sense of inspiration and anticipation for their journey. Participants in this experience will also receive exclusive gifts as part of the event.

In the external exhibition zone, a series of Xi-branded “goods”—designed to represent the brand’s philosophy through the five senses—are showcased. Visitors can also join roulette-style events held every Friday and Saturday throughout July, with opportunities to win Xi-branded merchandise.

On-site brand experts are present to explain the concept and creative intent behind the pop-up store and to help visitors better understand Xi’s brand philosophy through direct communication.

GS E&C representative stated “We chose Incheon International Airport as the venue for our Xi brand pop-up store because it is a place where travelers embark on journeys filled with excitement and anticipation. Through this experience, we hope to convey Xi’s message—that the special moments we seek in travel can also continue in everyday life. We will continue to create diverse touchpoints to actively share Xi’s brand philosophy with a wider audience.”