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Brief Published: 3 Jul 2013

Elie Tahari’s Experimental Pop-Up, New York

Extra

Israeli-American luxury fashion designer Elie Tahari has opened a 5,400 sq ft temporary store directly beneath his Fifth Avenue design studio, in which consumers are given a behind-the-scenes taste of the fashion label’s creativity.

Open until the start of New York Fashion Week in September 2013, the store will play host to live model castings and photo shoots as well as displays of product-tainment, where pattern cutters and seamstresses can be observed while busy at work on the upcoming collection.

Tahari told fashion news publication WWD in June 2013 that the space would also serve as “a laboratory for all of his stores”, inferring that the unusually candid approach to creating retail theatre that’s been incubated in the pop-up may well be a testing ground for new retail, merchandising and design concepts. “It’s fun, organic and alive. It reminds me of the markets I used to go to as a child in Iran,” Tahari added.

In addition to the live demonstrations of a fashion business in mid-flow, in the weeks leading up to fashion week, the space will also host a special exhibition of memorabilia marking Tahari’s 40 years in the fashion business.

For more on how witnessing a business’ behind-the-scenes buzz can engage consumers, see Show & Tell Retail: Revealing the Product Journey and The Rise of Edutainment.

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