For the first time in Europe, POP MART proudly presents an exclusive pop-up shop and immersive exhibition dedicated to one of its most beloved IPs, HIRONO. Titled ‘RUNWAY TO NOWHERE’, the highly anticipated event will take place from 23rd May to 8th June at Unit X Gallery in Covent Garden, right in the heart of London’s cultural district.

More than just a store, the exclusively designed exhibition space,visualised by HIRONO creator Lang, will take HIRONO fans on a truly immersive journey. Get ready to experience Hirono like never before in an immersive pop-up store that brings you art, fashion and everything in between.

Presented by POP MART, the brand behind the viral Labubu IP, comes the introduction of what’s poised to be their next breakout character, HIRONO. With a personality shaped by concealed emotions, Hirono exudes a quiet, introspective charm, occasionally revealing a playful and mischievous streak. Often portrayed as aimlessly wandering, Hirono symbolises a spiritual refuge, a guardian of innocence and imagination in a world that often challenges both.

The pop-up will also feature a selection of HIRONO favourites and exclusive launches. Among the highlights is a UK-exclusive HIRONO necklace, limited to just 300 pieces worldwide, each accompanied by a signed authenticity card from Lang himself, making it a must-have for collectors. Additionally, fans can look forward to the unveiling of two UK-exclusive product releases soon to be announced.

To celebrate the launch of this exciting event, POP MART will host an exclusive launch party and artist signing. A select group of 80 lucky fans will receive special invitations to meet HIRONO’s creator, Lang, in person. Attendees will enjoy a unique opportunity to connect with the artist and have their HIRONO products signed.

Peter Shipman, Managing Director and Head of Europe, commented ‘We’re thrilled to unveil POP MART’s next creative milestone: our first-ever HIRONO pop-up store in Europe. This immersive experience invites devoted fans to step fully into the world of our beloved HIRONO, while giving newcomers the perfect chance to discover their next favorite character. We can’t wait for everyone to explore and connect with HIRONO like never before’.

‘RUNWAY TO NOWHERE’ marks the next step in POP MART’s journey. Blending creativity, emotion and immersive storytelling, the exhibition invites customers to explore the HIRONO world in a way like never before. Whether you’re a long-time fan or just discovering the charm of HIRONO, this one-of-a-kind exhibition promises to be an unforgettable celebration of art, imagination, and connection.

Address:
COVENT GARDEN UNIT X GALLERY
40 EARLHAM ST , LONDON WC2H 9LH

Opening Times:
Friday 23 May – Sunday 8 June 2025
Mon-Sat:10:00-21:00
Sun: 12:00-18:00
24.05: 10:00-15:00 (closing early for fan signing event)