Immersive Theater Experience: LUSH Pop-Up 'The Unnamed Actor's Bathroom' in Seongsu
Seongsu is one of the hottest neighborhoods in Seoul right now, always bustling with people. It's a go-to spot when you're looking for a weekend getaway in the city.
More than just cafes and restaurants, Seongsu is a trendy place where exhibitions and performances blend together, offering diverse content that stimulates cultural sensibilities.
Every time I visit Seongsu, I encounter unique spaces and experiences, but this time was truly special. I had the opportunity to attend LUSH's pop-up theater performance, 'The Unnamed Actor's Bathroom,' hosted by the handmade cosmetics brand LUSH, at their Seongsu pop-up store.
Instead of just shopping or trying out products, the experimental transformation of the store into an artistic stage was impressive.
The Birth of the Mind Shower Campaign and the Performance
This performance is the second project of LUSH's ongoing 'LUSH YOUR MIND' campaign. To convey the message that you can wash away both body and mind and start anew, LUSH operated a special restroom booth called 'Fresh Washroom' at the DMZ Peace Train Music Festival in June and the Incheon Pentaport Rock Festival in August.
From September to November, LUSH opened a pop-up theater with its unique sensibility at the LUSH pop-up store in the heart of Seongsu. The biggest feature is that it's an open stage where anyone can participate.
Performance Information
Location: LUSH Seongsu, 58-1 Yeonmujang-gil, Seongdong-gu, Seoul
Dates: September 6, 2025 - November 15, 2025
September: Fridays, Saturdays, and Sundays at 6 PM and 8 PM
October - November: Fridays and Saturdays at 6 PM and 8 PM
There's no need for special reservations or invitations; anyone can freely watch the performance when the time comes. Finding a performance unexpectedly during a Seongsu outing is part of its pop-up charm.
Performance Story
At the center of the story is an unknown actor who has failed 99 auditions. He faces an old bathtub, a broken showerhead, and imaginary beings like bubbles in the very private space of a bathroom.
The bathroom friends comfort him, saying, 'If you wash it away, you can start again.' The performance conveys the weight of failure and frustration to the audience through a production that transcends reality and fantasy.
But at the same time, it shows the power and hope to try again, giving the audience the feeling of washing away their own worries. In the final scene, the actor shouts with the audience:
'Let's wash. Let's wash our minds. Washing is the answer.'
It was a short but powerful line that gave me great comfort at that moment.
The Power of the 'Let's Wash' Song
The highlight of this performance is definitely the 'Let's Wash' song. Thanks to the cheerful melody and repetitive lyrics, I was able to sing along after listening to it a few times.
'Let's wash, let's wash, let's wash our minds. Let's wash, let's wash, let's start again.' The moment the actor and the audience sang together, the space became not just a stage but a healing place where everyone was connected.
The Allure of the Experience
Immersive Performance
The actors came right up to the audience to tell their stories, making it feel like a real experience rather than just a performance.
Special Effects
The soap bubbles falling from the sky created an atmosphere like snow falling, and everyone in the audience cheered and enjoyed it.
Scent and Sensation
LUSH's unique subtle scent permeated the performance, making it a five-sense experience that stimulated even the sense of smell.
It was truly unique in that it was not just a performance to watch, but one to feel and experience directly.
LUSH Store Experience
LUSH stores are not just spaces for selling cosmetics, but are designed to allow you to experience the brand's philosophy and senses with all five senses.
When you enter the store, you are greeted by a unique and rich fragrance, and various bath bombs and soaps are displayed in a way that resembles fruits or desserts, catching your eye.
Experience zones are provided so that customers can touch and smell the products before purchasing them. In addition, a sink is installed on one side of the store, and a demonstration area is operated where you can actually try out foam or shampoo with the guidance of an employee.
Solid shampoo bars and toothpastes with minimal packaging and eco-friendly packaging lines are also eye-catching, reflecting LUSH's commitment to ethical consumption and environmental sustainability. Overall, the LUSH store feels like a small experiential gallery where fragrance, color, and experience come together, beyond a shopping space.
Visitor Review Event
LUSH is also running a fun event in conjunction with the pop-up theater. If you search for 'LUSH Seongsu Pop-up Theater' on Naver Map after the show and leave a visitor review, you will receive a random LUSH soap. I also participated in the review event on the spot immediately after watching the show.
It was impressive to see other audience members writing reviews together while waiting in line. Thanks to the event, the memories of the performance remained longer. If you plan to visit, be sure to save it (add it to your favorites) on Naver Map in advance. It makes it much more convenient to participate in the event.
I usually went to Seongsu mainly for cafes or exhibitions, but thanks to this performance, I discovered another charm. In particular, the message that 'It's okay to fail. We can always wash it away and start again' went beyond simple comfort and gave me strength in my daily life.
Everyone has tiring and difficult moments these days, and I think it would be very meaningful to gain the courage to wash away your worries and try again through such a performance. It was a performance I happened to find during a Seongsu outing, but that made it even more special, and I hope there will be more open performances like this in the future.
I highly recommend LUSH Pop-up Theater's 'The Unnamed Actor's Bathroom' to those looking for a weekend outing, date spot, or free performance in Seoul. The emotion of the performance itself is great, but it will be an unforgettable memory in harmony with the free atmosphere of Seongsu. If you are looking for a new cultural experience in Seongsu this fall, be sure to visit.
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