Kit and Ace: Global Retail-Hotel Pop-Ups
Canadian performance clothing brand Kit and Ace is promoting its travel-friendly wardrobe with a series of pop-up shops called The Carry-On in seven luxury hotels worldwide.
Located within the hotel lobbies, the campaign kicked off in San Francisco’s Hotel Zetta (April 1-3) before travelling to LA’s Palihouse, The Mondrian in London and its current residence, The Olsen in Melbourne. The concept will then travel to Chicago’s Soho House (April 22-23), Sydney’s Old Clare Hotel (April 20-26) and New York’s Refinery (April 28 to May 1).
Spending two to eight days at each location, the transient stores have been devised to take the brand’s wrinkle-resistant, stretch-enhanced and temperature-regulating technical apparel directly into the heartlands of the travelling consumer.
Consolidating the travel thematic while driving traffic back to its e-commerce site, Kit and Ace has also created complementary online travel guides for each city. These were curated by local influencers including Patrick Drake, co-founder of grocery delivery service HelloFresh in London, and stylist Ilaria Urbinati in Los Angeles. All guides feature ‘go-to’ places to eat, drink and stay – which, unsurprisingly, is always the hotel hosting the pop-up.
The concept echoes US e-tailer Everlane’s temporary hotel takeover in 2015, and underscores a renaissance of shrewd retail and hospitality partnerships. See Gap x Virgin, Hotel Room Fashion Minibar and Trans-Industry Collaborations in our Anywhere Retailing Industry Trend, as well as Pop-Ups Evolve: Cultural Collisions/Tech & Social Media.
Also look out for our upcoming Industry Trend, The Future Guest, publishing in June 2016.