Hyunjin Touches Down at GUESS JEANS Melrose to Launch Weekend Takeover

Ahead of the “Hyunjin Experience” pop-up at the GUESS JEANS LA flagship store, the global K-pop sensation made a personal appearance at the Melrose Avenue space, which has transformed into a full-fledged visual spectacle celebrating his role as a Global Brand Ambassador. The kick-off event brought the visual identity of Hyunjin’s inaugural worldwide campaign to life through an immersive environment and multi-layered experience powered by GUESS.

The Stray Kids member made his entrance on Thursday wearing head-to-toe GUESS: the GUESS JEANS Regular Long Sleeve Denim Shirt, a White Rib Tank Top, and Relaxed Heritage Jeans. His arrival in true Guess style was accompanied by a prominent takeover, including a dedicated billboard installation and large-format LED visuals illuminating the façade. Inside, a dedicated signing wall was the epicenter for fan interaction, offering a lasting touchpoint for the experience.

Hyunjin’s weekend-long activation at GUESS acts as a layered experiential destination that reimagines traditional retail activations. The exterior patio is redecorated with custom neon signage, bus stop-inspired seating, and a vintage phone booth equipped with an integrated camera system for fans to leave video messages for the artist. Inside, the interactive elements continue with a custom photo strip booth inspired by his campaign imagery, a claw machine stocked with collectible prizes, and a limited quantity of complimentary catalogues.

Furthermore, exclusive pieces and customizations are offered at a concession-style merch stand serving up limited-edition slim tees, logo vests, caps, and bandanas adorned with Hyunjin-inspired branding. Attendees who purchase an item during the pop-up receive a custom shopping bag wrapped in campaign imagery, a limited-edition catalog, and an exclusive keychain. For an innovative, personalized touch, the space offers customized laser graphics for denim, as well as heat-press applications and custom patches for the tees and sweatshirts.

Ultimately, Hyunjin’s appearance and his ongoing pop-up underscore the next era of GUESS under the globally-informed vision of Nicolai Marciano. Expanding the notion of “pop-up,” GUESS treats the Melrose flagship not only as a channel of commerce but also as a destination for creativity, culture, and community engagement.

Following the launch event on June 4, 2026, the GUESS “Hyunjin Experience” space opened fully to the public, allowing visitors to access the installation and activities for the remainder of the weekend at 8700 Melrose Ave. West Hollywood, CA.