I went to 21 Spring Street in Nolita to film a pop-up, and from the moment I walked in the whole team was warm and welcoming. For five days in October the storefront was Oson Doson, a pop-up marking the first anniversary of HAOR, a Seoul-based select shop, hosted with the pattern design brand OUWR.
What I noticed first was how much the people in the room cared. Everyone I met was clearly passionate about their brands and about this pop-up, and nobody was going through the motions. At the center of it was Ha-eun, and she was wonderful to speak to.
“Hi, my name is Ha-eun,” she began. “I’m the founder and the art director of the brand called OUWR, and also another brand called HAOR.” OUWR designs patterns inspired by Korean tradition and turns them into textiles, clothing and products, with new patterns every season. HAOR is the shop around it, a curated selection of Korean artists and brands from Seoul that reinterpret tradition in a contemporary way. What she wanted, she told me, was “to actually introduce our Korean heritage and contemporary Korean style to people in New York.”
The windows did the first job
It was not the brand’s first time on the block. “This is our second time working with Parasol Projects,” Ha-eun said, and she told me last year’s pop-up was next door in a smaller space. What she loved about 21 Spring was the glass: she thought the place was “really nice and unique because it has two big windows,” and the team planned the curation around them, putting a lot of products in window displays.
It had paid off, she said. People tend to look hard at the window-side products first, and if they are interested they come in and ask a lot about them. The glass let the team feel more connected to customers outside the shop, and standing in the room I could see what she meant.
A tour from the founder
Ha-eun took me through the space and the products herself, and she did it with obvious pleasure. Half of the room was OUWR. The best-seller she pointed to first was a pouch inspired by the bokjumeoni, the traditional Korean “lucky bag” you fill with luck, made in many different patterns. There were larger bags in the same spirit, some in reversible leather, which she said catches customers’ attention, and others in yangdan, a traditional Korean fabric. Hair accessories were another best-seller.
The other half belonged to HAOR’s selection: twelve Korean brands and artists, all inspired by tradition and all reworking it in a modern way. The pop-up page lists AAROC, Bonee, Dozam, Illung Illung, Kim Byeol Hee, Kour, Kumdanje Artliving and Marverglass, along with the artists Gomari, Onnoobi Project, Seokmoonjin and Studio Jungyeon. Ha-eun walked me through lifestyle objects and kitchenware: pillows inspired by the traditional Korean neck pillow, a design drawn from traditional candy, and tableware modeled on traditional furniture, all handmade. The fans, she said, were the current best-seller among the shop’s products. They are made of ramie, a traditional fabric called mosi, and are hand-sewn and hand-dyed.
After I called cut
The moment I will remember came after the interview was over. When I called cut, Ha-eun was not finished. She led me to a shelf of traditional pieces from Kumdanje, a hanbok brand in Korea known for authentic traditional clothing. Everything on it is hand-embroidered, handmade and hand-sewn. She was visibly proud of them, and she wanted them to be featured, so she made sure I saw them before I left. Introducing Korean heritage to people, she had told me, was the reason the team came to New York, and in that moment it was easy to see why it mattered to her.
- Brands
- HAOR x OUWR
- Space
- 21 Spring Street, Nolita — 850 sq ft
- Open to public
- October 14–18, 2026
- Extra
- VIP evening on opening day, 4–9pm
- Category
- Design
If you are planning a pop-up, there are two lessons here. A storefront with large windows is a second sales floor facing the street, so curate the glass as carefully as the interior. And the people behind a brand are part of the experience: a room run by a team this welcoming, and this proud of what they have made, gives visitors a reason to stay. You can see the full listing on the HAOR x OUWR pop-up page. The team also made a short reel of the pop-up on Instagram.
Frequently asked questions
Where was the HAOR x OUWR pop-up in New York?
At 21 Spring Street in Nolita, an 850 sq ft storefront held by Parasol Projects. The room has two large street-facing windows, which the team used for window displays.
When did the HAOR x OUWR pop-up run?
From Wednesday, October 14 to Sunday, October 18, 2026, with a VIP evening on opening day from 4pm to 9pm.
What are OUWR and HAOR?
OUWR is a Korean pattern design brand that makes textiles, clothing and products inspired by traditional Korean motifs and fabrics. HAOR, short for Haus of OUWR, is a select shop for Korean artists and brands based in Seoul. Ha-eun is the founder and art director of both.
What was sold at the pop-up?
OUWR pouches inspired by the traditional bokjumeoni lucky bag, reversible leather bags, hair accessories and hand-sewn fans, alongside tableware, lifestyle objects, fashion accessories and hanbok pieces from 12 Korean brands and artists.
Can I book the same space for my own pop-up?
Yes. 21 Spring Street is one of eleven Manhattan storefronts Parasol Projects holds the lease on and rents by the week. Live availability and weekly rates are on the space’s own page, and bookings can be requested on the site.
