NYFW Pop-Ups: Kick-Starting A/W 2013
New York played host to an influx of pop-ups to coincide with Fashion Week (September 5-12). We select the highlights.
Opening Ceremony BTW (By the Water): Housed in repurposed shipping containers on the Hudson River Park’s Super Pier, US fashion brand Opening Ceremony’s waterside pop-up was a hybrid space of fashion, food and culture.
In addition to hosting the brand’s debut NYFW catwalk show, it housed apparel concessions by Rihanna for River Island, food vendors, and a Motorola-sponsored exhibition of wearable technology co-curated by Dr Sabine Seymour, director of the Fashionable Technology lab at New York’s Parsons New School for Design.
The pop-up precedes a permanent Opening Ceremony store, which will be built on the same site when the Pier opens as a cultural/retail hub in 2015.
For more on the commercial uses of repurposed shipping containers, see Collaborations: Beyond the Shop Floor, Starbucks’ New Eco-Local Drive Thru, Puma’s Olympic Experience and Boxpark: London’s Pop-Up Mall.
Man-tailing at Docker’s: US menswear brand Docker’s September SoHo pop-up features a custom khaki bar. Customers can select from 10 colours and two fits, which are then dyed to order in Turkey and delivered within two weeks.
Docker’s customisation options demonstrate the growing consumer desire to exercise their creativity within the retail space. For more, see YrStore Pop-Up: Digital Customisation and Consumer-Creators. Also look out for Experimental Brand Hubs in next month’s Future of the Store industry trend. The store also taps into the male grooming trend (see The Male Groom Boom) by providing services such as beard trimming and tattooing.
Birchbox in Real Life: Online subscription-based beauty sample company Birchbox launched its debut foray into physical retailing during NYFW. Dubbed Birchbox Local, the temporary store allowed customers to create personalised boxes of samples for $15, while cosmetics brands such as Stila, Color Club and Jouer provided touch-ups and demonstrations. See also Subscription Shopping.