South Korean climbing and streetwear brand Tansan Magnesium has devised an unusual format for its flagship store in Seoul's trendy Sinsa-dong district. Visitors are invited to experience the atmosphere of sport before they even buy anything, according to infohub.kz.
On the ground floor, where a coffee shop is located, architects from Toff Studio have built a massive bouldering wall — a form of rock climbing. To reach the retail area on the second floor directly, customers must literally climb up the rock. Before ascending, thrill-seekers are required to sign a liability waiver in case of a fall.
For everyone else, the building has a regular staircase and an elevator. The name Tansan Magnesium translates to "Magnesium Carbonate" — the powder climbers use to improve their grip. According to the store owners' concept, the entrance structure serves as a kind of "filter" and creates immersion in active-lifestyle culture.
The artificial boulder idea instantly turned the store into an internet sensation. Visitors line up to film their climb for Instagram and TikTok.
Clips of the ascent go viral, racking up thousands of views and comments. Social media users joke about evacuation rules, insurance, and tax inspections, giving the brand enormous reach and free advertising worldwide.
"Can they make an entrance like this for a clinic?", "And how do you get back down?", "Cool", "Wow," users write.
Earlier, Kursiv LifeStyle reported that fans of unusual entertainment and thrills are sharing videos from Shanghai on social media, where shopping at a mall can be combined with an extreme descent. The main attraction of Printemps Mall is a giant slide that lets you travel from the upper floors to the ground floor in just a few seconds.