8 Degree North launches Stranger Things-themed pop-up in HK

Local streetwear and lifestyle brand 8 Degree North has launched a pop-up store inspired by Netflix’s hit series Stranger Things, inviting fans to step into the show’s iconic fantastical universe.

Running at K11 MUSEA until 11 January 2026, the pop-up coincides with the arrival of Netflix’s Stranger Things Season 5. Fans are invited to take one last trip into Hawkins and the Upside Down, exploring exclusive ’80s-inspired merchandise.

Spanning two floors, the immersive venue recreates two of the show’s most defining worlds. On G/F, visitors enter Hawkins High, a warm and nostalgic celebration of Hawkins’ everyday world. Photo opportunities include retro red chairs arranged in front of an iconic Stranger Things poster, evoking the authentic feel of the ’80s.

On B1F, the atmosphere shifts as guests descend into the eerie Upside Down world, transporting visitors into the shadowy parallel dimension central to the series. 

In conversation with MARKETING-INTERACTIVE, a spokesperson from 8 Degree North said Stranger Things captures the same spirit of courage, curiosity, and facing the unknown. "That’s why this collaboration felt so natural to us. As the series enters its final season under the tagline “One Last Adventure,” it mirrors an emotional transition — it’s Stranger Things’ last adventure, but 8 Degree North’s first. We found that shift incredibly meaningful. Our goal is to offer apparel that’s stylish yet purposeful, connecting with people not just through aesthetics, but through emotion and storytelling."

The spokesperson added that 8 Degree North is a Hong Kong lifestyle brand that celebrates adventure, resilience, and growth. "Our apparel and accessories blend sporty design with everyday functionality, created for those who live boldly and with purpose. Inspired by the idea of moving north — a symbol of progress and endless possibility — we encourage our community to embrace every challenge with ambition and humility." 

Done in partnership with Hatch Marketing, the initiative targets aspiring fans of Stranger Things, as well as individuals who appreciate bold, functional, and story-led lifestyle fashion.

In tandem with the pop-up launch, 8 Degree North has rolled out a limited-edition product line, drawing creative cues from the series’ iconic scenes and characters and paying tribute to the spirit of Hawkins. The collection encompasses T-shirts, hoodies, tote bags, caps and socks, complemented by a curated selection of lifestyle merchandise including keychains and stationery.

Meanwhile, the brand has joined forces with Bark n Bites to unveil Stranger Things-themed pet apparel and toy line, catering to four-legged fans of the franchise.

To drive customer engagement, fans who spend over HK$3,000 can unlock an extra layer of personalisation with a customisable tote bag station. Guests can build their own Stranger Things-ready tote with a selection of badges, from series-inspired icons and alphabets to everyday objects. The workshop is open on Saturdays and Sundays from 2pm to 6pm.

Additionally, a minimum spend of HK$800 entitles customers to a free session at the immersive Upside Down instant photo booth, allowing them to document their fantastical visit, while standalone access to the photo booth is also available for a one-off charge of HK$68.

The campaign is promoted via press release, media and KOL invitations to the launch event, and organic coverage via platforms such as Threads and Xiaohongshu. 

Success will be tracked through key metrics such as foot traffic and sales at the pop-up, media coverage volume and reach, social media engagement such as user-generated content and mentions, overall brand awareness growth, and merchandise sell-through rates. 

“This collaboration reflects a shared belief in curiosity, courage, and limitless potential. Just like moving north, every ending leads to a new beginning — and for 8 Degree North, this is the start of many more adventures to come," said the spokesperson. 

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