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Brief Published: 25 Sep 2015

NYFW S/S 16: Pop-Up Store Highlights

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Adidas

New York Fashion Week S/S 16 hosted an influx of pop-up stores designed to springboard new ranges. From athleisure and accessories to a social network turned retailer, we select the highlights.

  • Luxury French fashion brand Chanel hosted a three-day multimedia pop-up boutique in the Meatpacking District to celebrate the launch of its Boy.Friend watch collection. The gallery-style 1,750 sq ft space featured digital screens broadcasting a 'virtual diary' of a woman's relationship with her watch. A vending machine dished out souvenirs – a temporary Boy.Friend watch tattoo or a limited edition 'Boyfriend' Coca-Cola bottle.
  • German sportswear brand Adidas also hosted a three-day event to spotlight its latest limited edition sneaker, Adidas Originals Tubular. Located in SoHo, the space was filled with grey concrete displays featuring exposed metal supports and fly-poster-style photo imagery, creating a gritty, 'under construction' ambience that echoed the inspiration for the shoes themselves: inner tyre tubes. Visitors could also explore the deconstructed materials that make up the shoes, plus an exhibition of the photography of six New York-based artists, also inspired by the shoe.

For more on Adidas concept pop-ups, see Adidas' Innovation Lab Pop-Up, Adidas' Immersive HomeCourt Store and Heritage Power: Adidas Exhibits Superstar History.

See also Sneaker Packaging Trends for more on the value of contraband styling.

  • US fashion brand Tory Burch celebrated the launch of its new Tory Sport activewear collection with a 1,200 sq ft pop-up boutique in Nolita. The classically collegiate-style, all-white wooden interior was accented with varsity stripes, vintage photos and sports equipment. These moments of light-hearted interior design were echoed by a vinyl letterpress personalisation station, and a vending machine filled with Tory Sport-branded tennis balls and Frisbees. The space precedes a permanent store opening in the Flatiron district in early 2016.

For more on embracing athleisure, see The Future of Athleisure and Athleisure Engagement Strategies.

  • Yahoo-owned microblogging platform Tumblr went offline to celebrate its fifth year covering NYFW with the launch of a pop-up shop/event space and Tumblr blogger workstation in Midtown. It also hosted open-invite 'meet and greets' for fashion industry Tumblr icons such as stylist/designer Nicola Formichetti, and showcased young designers' latest pieces and a new capsule collection featuring print designs from 10 of the platform's top artists.

For more on interactive brand experiences, see Immersive Brand Spaces, and Branded Festival Experiences. See also Pop-Ups Evolve: Cultural Collisions and Pop-Ups Evolve: Tech & Social Media.

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