Louis Vuitton’s Polka-Dot Pop-Up Refuels Temporary Trend
Following its recent sponsorship of Japanese artist Yayoi Kusama’s retrospective at London’s Tate Modern, luxury French fashion house Louis Vuitton has unveiled plans to open a further homage to the artist with polka-dot themed pop-up stores.
The pop-ups will showcase The Kusama collection, including silk pyjamas, trench coats and polka-dot purses. The collaboration marks the first time the fashion brand has opened multiple concept stores dedicated to a specific product range. The Soho pop-up store in New York will be the first of seven in total. Three more are scheduled to open up near Vuitton stores in Hong Kong, Singapore and Tokyo. The final three are yet to be revealed. All will be open for between four and eight weeks.
The collection will eventually be available in all of Louis Vuitton’s outlets as the collaboration is planned to expand to window displays, websites and even an iPhone app.
The project proves there is definitely plenty of life in the pop-up phenomenon yet. Swedish fast-fashion retailer H&M also has unveiled plans to jump back on the pop-up bandwagon with two temporary stores set to open in London next month to coincide with the 2012 Olympics. Open for 10 weeks, both will house limited-edition sportswear collections for men, women children – all in patriotic colours.
While the H&M pop-up in the Westfield Stratford City shopping centre (very close to the Games) will be a somewhat minimalist affair, its Covent Garden counterpart is reputed to be a retro-styled sports haven, complete with reclaimed furniture and retro gym equipment.
For a recap on the value of pop-up retailing, see our reports New Pop-ups: Best Brand Boosters, and Nomadic Retailing.