Have you ever been to the Kakao Friends Pop-Up Store to see Ryan or Apeach?
Pop-up stores are a store that sells specific products only for a certain period of  time and then disappears. This is an example of ‘chamelezone’.

 Chamelezon, a space that transforms like a chameleon, are chosen as the top 10 keywords of 2019: "PIGGY DREAM", which means "Rebirth of space." In other words, chamelezon means a space that deviates from its existing use and transforms itself into a new place according to circumstances.

 If so, why is space-changing like this? Seoul National University's Consumer Trend Analysis Center replied as follows. First, the growth of the online market has increased the crisis in the offline market. As a result, the company wanted to make the shopping experience offline more colorful. Second, as the method of spending time changes into experience-oriented, space is needed to satisfy it. Third, it is to satisfy new expectations about the actual space where five senses of the Millennial generation domesticated in the virtual space of SNS are mobilized.

 Based on this background, Chamelezon is represented by five forms: collaboration in which more than one function is performed in one space, evolution into an experience space, co-existence of online and offline, regeneration of rebuilding abandoned spaces for other uses, and sharing one space with the majority. Among lots of examples, Indigo will introduce talk about "4F cafe with traces of print shops" belonging to the renewable chamelezon and "Hana Bank's Gangnam Station branch”, the leader of the Culture Bank, which belongs to the shared chamelezon.

 In Euljiro, ‘4F cafe’ is a unique space that transforms a print shop in Seoul which was active in the 1960s. In other words, it belongs to evolution chamelezon which maintains the facility of the print shop while rebirthing a café. Through this, visitors can feel all the facilities and traces of print shops that cannot fill in ordinary cafes, creating a unique sensibility.

 In the Gangnam Station Hana bank is a space where bookstores and banks coexist under the theme of books and healing. Inside the bank, people can have access to banking and books at the same time. After the end of business hours, the bank provides shelter with a glass of a beer and a book to the surrounding office workers.

 This is the place where the new term "book and beer" was formed. Kang Sung-min, who visited this place, said, " Due to the use of Internet banking, it has been a while since I visited the bank, but if there's such a theme, I would like to visit it. It seems to be a place where people can be interesting enough.’

 Some people say that offline shopping is regressing. However, in the United States, the online market is worth 360 billion dollars, while the offline market is worth four trillion dollars. That is, the offline market having the old way is regressing. Kim Nan-do, a professor at Seoul National University, said, 'What is needed to overcome the old fashioned offline model is contents.' In other words, incorporating content that cannot be experienced online is the key to foster the offline market. Why don't you look forward to an offline market with more interesting content?