The ‘DW Moments of Hygge’ pop-up will be operational in the Doota Duty Free downtown store until 31 July.

Daniel Wellington (DW) has unveiled a new ‘DW Moments of Hygge’ pop-up at the Doota Duty Free downtown store in Seoul. The concept will run from 31 May until 31 July.

Originating in Scandinavia, the Hygge philosophy is about finding happiness and contentment by drawing pleasure from the simple things in life.

During the summer months of June and July, customers will be served a cold brew iced coffee in artisanal glass bottles. They can also enjoy a honey cinnamon cookie which is a traditional Korean desert. These refreshments are designed to create a sense of place and peace.

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In celebration of the pop-up, DW will release the Classic Watch with a Suffolk Leather Strap in two sizes. DW says that the Red Italian leather strap is culturally recognised by the Chinese as a colour of happiness of joy and ties in perfectly with the Moments of Hygge concept which celebrates similar elements. The Swedish brand will also release the Classic Bracelet Cherry Blush (M).

Both items are normally only available around the Chinese New Year/Spring Festival period or as limited editions in China.

The Classic Suffolk RG 36mm & Classic Bracelet Cherry Blush M and Classic Suffolk RG 40mm & Classic Bracelet Cherry Blush M are available as Doota exclusives for the duration of the pop-up.

This latest pop-up in Korea follows the recent launch of a new pop-up with Shinsegae Duty Free in its Myeongdong downtown store. This runs until 3 July.

The pop-up will help create a sense of place and peace in-store.