– Dear Klairs has successfully wrapped up its first-ever art pop-up, showcasing the work of artist Cho Hyori, the inaugural winner of Dear Klairs Artist Prize—the brand’s program designed to discover and support emerging artists who view the world through a refined and sensitive lens.
– Hosted in private rooms at the Seoul Prince Hotel from June 11 to 29, 2026, the exhibit’s unique approach led to reservation slots selling out in just 40 minutes, with the final weekend welcoming additional walk-in guests.
– The exhibition successfully blended art and culture with the brand’s core philosophy, “Respect Your Sensitivity,” guiding guests from an intimate art viewing experience to a dedicated product experience space.
Dear Klairs has officially concluded its highly successful art pop-up exhibition, “Midnight Blue with Klairs”, held at the Seoul Prince Hotel in Myeongdong from June 11 to June 29, 2026.
The event marked the successful public debut of the Dear Klairs Artist Prize—the brand’s program designed to discover and support emerging artists who view the world through a refined and sensitive lens. Presented in collaboration with A-Lounge Contemporary, a gallery known for discovering and supporting young creators, the initiative awards one selected artist each year with a reative grant and dedicated exhibition opportunity.
For this inaugural exhibition, painter and visual artist Cho Hyori was selected as the first-ever recipient of the Dear Klairs Artist Prize. Her solo exhibition, titled “Flooding Dawn”, explored the quiet, vulnerable emotions of sleepless nights—moments when both the mind and the skin’s sensitivity are most awake.
Rejecting the conventional high-traffic retail pop-up format typically seen in crowded districts like Seongsu, Dear Klairs chose to create an intimate brand sanctuary. The exhibition took place in a private hotel room, where the calming properties of the blue formula were interpreted through sensory room design, audio docents, and interactive drawing activities that invited visitors to express their own late-night emotions.
This unique approach resonated strongly with consumers, with the exhibition’s reservation slots selling out within just 40 minutes of release. To accommodate the high demand, the brand welcomed walk-in visitors to experience the exhibition without a reservation during the final two days of the run.
Rather than simply showcasing products on shelves inside the gallery, the pop-up wove the brand’s signature Blue line seamlessly into the overall journey. After immersing themselves in the artwork upstairs, visitors were guided downstairs to a dedicated product experience space. Here, they could transition back to reality while exploring and testing the Blue line products firsthand in a relaxed, tactile setting.
This combination of artistic narrative and firsthand product presentation proved highly effective. Post-exhibition survey results showed that visitors left the experience with a high interest in the Blue line, confirming that integrating product concepts with artistic experiences can drive strong, organic consumer engagement.
The successful run of the exhibition also highlighted the brand’s strategic focus on cultural community-building. By framing sensitivity as an artistic and perceptive strength rather than a skin problem to fix, Dear Klairs elevated its slogan, “Respect Your Sensitivity,” from skin-deep concern to a broader lifestyle philosophy.
This cultural positioning has allowed the brand to expand its reach among design and art communities, establishing a strong foundation for future cultural and artistic initiatives, as the brand plans to continue developing new experiences that bring authentic, mindful experiences to sensitive skin and minds alike.