{"id":3821,"date":"2017-04-29T02:30:37","date_gmt":"2017-04-29T02:30:37","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=3821"},"modified":"2026-03-12T23:28:57","modified_gmt":"2026-03-12T23:28:57","slug":"butterboom-pop-up-store-storefront-hong-kong","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/butterboom-pop-up-store-storefront-hong-kong\/","title":{"rendered":"How Butterboom Used Pop-Up Stores to Bring Online Fashion Brands Into Hong Kong Retail"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/butterboom-pop-up-store-storefront-hong-kong\/#From_Online_Fashion_Magazine_to_Pop-Up_Retail_Concept\" title=\"From Online Fashion Magazine to Pop-Up Retail Concept\">From Online Fashion Magazine to Pop-Up Retail Concept<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/butterboom-pop-up-store-storefront-hong-kong\/#The_%E2%80%9CSummer_Edit%E2%80%9D_Pop-Up_Store\" title=\"The \u201cSummer Edit\u201d Pop-Up Store\">The \u201cSummer Edit\u201d Pop-Up Store<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/butterboom-pop-up-store-storefront-hong-kong\/#Introducing_London_Designers_to_the_Hong_Kong_Market\" title=\"Introducing London Designers to the Hong Kong Market\">Introducing London Designers to the Hong Kong Market<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/butterboom-pop-up-store-storefront-hong-kong\/#A_Growing_Strategy_for_Fashion_Discovery\" title=\"A Growing Strategy for Fashion Discovery\">A Growing Strategy for Fashion Discovery<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p class=\"p1\">\u00a0Butterboom began as an online fashion and lifestyle magazine covering emerging designers, store openings, and fashion developments across Hong Kong and Asia. Over time, the platform built a loyal audience of readers interested in discovering new labels and independent designers entering the Hong Kong market.<\/p>\n\n\n\n<p>To extend this digital discovery platform into the physical world, Butterboom launched a series of pop-up stores in Hong Kong. These temporary retail spaces allowed the magazine to curate collections from the designers it featured online and give readers the opportunity to experience those brands in person.<\/p>\n\n\n\n<p>The project demonstrates how online media platforms can use temporary retail to bridge the gap between digital storytelling and physical shopping experiences. Many brands exploring similar strategies begin by browsing available <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/retail\">pop-up shops in Hong Kong<\/a> to test retail concepts in high-traffic districts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"ez-toc-section\" id=\"From_Online_Fashion_Magazine_to_Pop-Up_Retail_Concept\"><\/span>From Online Fashion Magazine to Pop-Up Retail Concept<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Edited-1.jpg\" alt=\"Butterboom pop-up store\" class=\"wp-image-3822\" style=\"width:652px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Edited-1.jpg 1280w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Edited-1-300x225.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Edited-1-768x576.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Edited-1-1024x768.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Edited-1-810x608.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Edited-1-1140x855.jpg 1140w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n\n\n\n<p class=\"p1\">Butterboom was originally created to address a gap in Hong Kong\u2019s fashion media landscape.<\/p>\n\n\n\n<p>The magazine focuses on emerging brands and designers launching in Asia, providing coverage of new collections, retail openings, and fashion events. As the audience grew, Butterboom began exploring ways to transform its editorial content into real-world experiences.<\/p>\n\n\n\n<p>Founder Pannee Ng explains how the idea evolved:<\/p>\n\n\n\n<p>\u201cWe decided to launch Room B, our pop-up division to showcase a curation of the labels and designers that we cover on our online magazine, to give our readers the opportunity to see, touch and try on the clothes we\u2019ve been talking about online.\u201d<\/p>\n\n\n\n<p>Through this initiative, Butterboom turned its editorial curation into a retail concept, allowing readers to interact directly with the designers and products they had previously discovered online.<\/p>\n\n\n\n<p>Temporary retail formats like this have become increasingly popular among media platforms, marketplaces, and digital brands that want to create physical touchpoints with their audiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"ez-toc-section\" id=\"The_%E2%80%9CSummer_Edit%E2%80%9D_Pop-Up_Store\"><\/span>The \u201cSummer Edit\u201d Pop-Up Store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"5760\" height=\"3840\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-pop-up_5.jpg\" alt=\"Butterboom launched a series of pop-up stores in Hong Kong\" class=\"wp-image-3824\" style=\"width:650px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-pop-up_5.jpg 5760w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-pop-up_5-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-pop-up_5-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-pop-up_5-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-pop-up_5-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-pop-up_5-1140x760.jpg 1140w\" sizes=\"(max-width: 5760px) 100vw, 5760px\" \/><\/figure>\n\n\n\n<p class=\"p1\">One of Butterboom\u2019s early activations was the \u201cSummer Edit\u201d pop-up store in Central, Hong Kong\u2019s prime shopping district.<\/p>\n\n\n\n<p>The space was designed as a one-stop destination for summer fashion, bringing together swimwear, resortwear, evening dresses, jewelry, and casual apparel from a curated group of international designers.<\/p>\n\n\n\n<p>The selection included:<\/p>\n\n\n\n<p>\u2022 Swimwear from Duskii and Solid &amp; Striped<br>\u2022 Resortwear from Christing C<br>\u2022 Occasionwear from Odysay and Melissa Bui<br>\u2022 Casual fashion from Iris &amp; Ink and PI\u2019A<br>\u2022 Workwear from Anagram<br>\u2022 Handmade jewelry by Hong Kong designer Vanessa Bell<\/p>\n\n\n\n<p>By bringing these brands together in a single retail space, Butterboom created an environment where visitors could explore a wide range of styles suited for holidays, summer weddings, and everyday wear.<\/p>\n\n\n\n<p>The location in Central also played an important role in attracting visitors. With its strong pedestrian traffic and reputation as a retail hub, the district allowed the pop-up store to reach both dedicated fashion followers and casual passersby.<\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"ez-toc-section\" id=\"Introducing_London_Designers_to_the_Hong_Kong_Market\"><\/span>Introducing London Designers to the Hong Kong Market<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"3264\" height=\"2448\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-4.jpg\" alt=\"Butterboom turned its editorial curation into a retail concept\" class=\"wp-image-3825\" style=\"width:664px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-4.jpg 3264w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-4-300x225.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-4-768x576.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-4-1024x768.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-4-810x608.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-4-1140x855.jpg 1140w\" sizes=\"(max-width: 3264px) 100vw, 3264px\" \/><\/figure>\n\n\n\n<p class=\"p1\">In another pop-up activation, Butterboom focused on introducing emerging London designers to the Hong Kong market.<\/p>\n\n\n\n<p>The curated collection featured fashion and accessories from designers including Rosie Kent, Rosie Fortescue, Carrie Elizabeth, Myia Bonner, and Alighieri. Many of these brands primarily operated online, making the pop-up store a valuable opportunity to present their collections in a physical retail setting.<\/p>\n\n\n\n<p>Pannee Ng explained the concept behind the selection:<\/p>\n\n\n\n<p>\u201cThis is a unique collection of fashion items you can\u2019t find elsewhere in Hong Kong.\u201d<\/p>\n\n\n\n<p>To ensure the pop-up store appealed to a wide audience, Butterboom carefully curated a mix of product categories.<\/p>\n\n\n\n<p>\u201cWe made sure to create a range of products to make this pop-up a one-stop shopping location with something for everyone from accessories to jewelry, and dresses to shoes. There\u2019s something for everyone here.\u201d<\/p>\n\n\n\n<p>The pop-up format allowed Hong Kong shoppers to see the garments up close, feel the materials, and try on pieces that were otherwise only available online.<\/p>\n\n\n\n<p class=\"p1\">Why Pop-Up Stores Work for Emerging Fashion Brands<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"3264\" height=\"2448\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-2.jpg\" alt=\"The pop-up format allowed Hong Kong shoppers to see the garments up close\" class=\"wp-image-3826\" style=\"width:660px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-2.jpg 3264w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-2-300x225.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-2-768x576.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-2-1024x768.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-2-810x608.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-2-1140x855.jpg 1140w\" sizes=\"(max-width: 3264px) 100vw, 3264px\" \/><\/figure>\n\n\n\n<p class=\"p1\">One of the key benefits of Butterboom\u2019s pop-up stores was the opportunity they provided for independent designers to gain visibility in a competitive retail market.<\/p>\n\n\n\n<p>Pannee Ng explains:<\/p>\n\n\n\n<p>\u201cThe Pop-Up Store is a perfect occasion to have more visibility, but also for the brands that Butterboom showcases online to engage more with their customers.\u201d<\/p>\n\n\n\n<p>For brands that primarily sell online, temporary retail spaces offer an opportunity to connect with customers face-to-face and gather feedback about their products.<\/p>\n\n\n\n<p>Pop-up stores also provide a practical solution for designers who may not yet be ready to open permanent retail locations.<\/p>\n\n\n\n<p>As Pannee Ng points out, retail rents in Hong Kong can make traditional storefronts difficult for emerging brands.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cNormal rent prices in Hong Kong are simply too high for up-and-coming designers\u2026 pop-ups are a way to solve that.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"p1\">Platforms like <a href=\"https:\/\/www.thestorefront.com\" class=\"ek-link\">Storefront<\/a> allow brands and entrepreneurs to find short-term retail spaces that make these temporary activations possible.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"5760\" height=\"3840\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom_popup_2.jpg\" alt=\"Pop-up stores provide a practical solution for designers who may not yet be ready to open permanent retail locations\" class=\"wp-image-3828\" style=\"width:706px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom_popup_2.jpg 5760w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom_popup_2-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom_popup_2-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom_popup_2-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom_popup_2-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom_popup_2-1140x760.jpg 1140w\" sizes=\"(max-width: 5760px) 100vw, 5760px\" \/><\/figure>\n\n\n\n<p class=\"p1\">Testing Retail Concepts in Hong Kong\u2019s Central District<\/p>\n\n\n\n<p>Butterboom\u2019s pop-up stores were located in Central, a district that attracts both local shoppers and international visitors.<\/p>\n\n\n\n<p>Many of the brand\u2019s readers live nearby in areas such as Mid-Levels, making the neighborhood a natural choice for hosting the events. The shopfront on Lyndhurst Terrace was particularly fitting for the London designer showcase.<\/p>\n\n\n\n<p>Pannee Ng recalls her reaction to the space:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><em>\u201cStorefront has a great range of listings on the platform, and we were really happy when we secured this location.\u201d<\/em><\/li>\n<\/ul>\n<\/blockquote>\n\n\n\n<p>The storefront itself also contributed to the concept.<\/p>\n\n\n\n<p>According to Pannee, the shop\u2019s architecture reminded her of a traditional London boutique, reinforcing the British theme of the designer collection.<\/p>\n\n\n\n<p>Butterboom had previously used the Storefront platform for an earlier pop-up on Wellington Street, demonstrating how brands can use temporary retail repeatedly to test different concepts and collaborations.<\/p>\n\n\n\n<p class=\"p1\">For entrepreneurs interested in launching a similar activation, guides such as <a href=\"https:\/\/www.thestorefront.com\/mag\/how-to-open-pop-up-store-storefront\/\">How to Run a Pop-Up Shop<\/a> explain how temporary retail spaces can help brands experiment with new markets and audiences.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"3264\" height=\"2448\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-3.jpg\" alt=\"Butterboom plans to do many more pop up shops\" class=\"wp-image-3827\" style=\"width:598px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-3.jpg 3264w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-3-300x225.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-3-768x576.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-3-1024x768.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-3-810x608.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/Butterboom-edit-3-1140x855.jpg 1140w\" sizes=\"(max-width: 3264px) 100vw, 3264px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"ez-toc-section\" id=\"A_Growing_Strategy_for_Fashion_Discovery\"><\/span>A Growing Strategy for Fashion Discovery<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Butterboom\u2019s pop-up stores illustrate how digital platforms can expand beyond editorial content to create immersive retail experiences.<\/p>\n\n\n\n<p>By combining online curation with physical retail, the brand provided emerging designers with visibility while giving shoppers the opportunity to interact directly with new collections.<\/p>\n\n\n\n<p>The success of these activations encouraged Butterboom to continue exploring temporary retail as part of its strategy.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe want to organise more Pop-Up Stores in the future to give our readers a live experience with the fashion labels we cover on our online magazine.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"p1\">For brands looking to test similar concepts, flexible retail spaces available through <a href=\"https:\/\/www.thestorefront.com\/project\/pop-up-store-rental\" class=\"ek-link\">pop-up store rental opportunities<\/a> provide a way to launch short-term activations without the long-term commitments of traditional retail.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Butterboom transformed its online fashion magazine into a physical retail experience with curated pop-up stores in Hong Kong. Discover how temporary retail helped emerging designers connect with new audiences.<\/p>\n","protected":false},"author":19,"featured_media":3823,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-hong-kong\/\" rel=\"category tag\">Success Stories Hong Kong<\/a>","qubely_excerpt":"Butterboom transformed its online fashion magazine into a physical retail experience with curated pop-up stores in Hong Kong. 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