NY / LA Summer Pop-Up Shops
US retailers appear to be favouring the theme of adventure for summer 2013 – as seen via a brand new crop of pop-up shops that range from poolside cabanas and beach resorts to outdoor parks and the open road.
Banking on the allure of a little exclusivity, in early June, LA-based swimwear line Shay Todd opened a poolside cabana-style pop-up at The Mr. C Hotel in Beverly Hills – catering only to the hotel’s weekend guests and attendees of its reservation-only Mr. C Yacht Club brunch, which takes place every Sunday until September 2013.
Also in June, Brazil-based flip-flop manufacturer Havaianas debuted a pop-up shop at the base of New York City’s Highline Park – a defunct section of elevated railroad that was the focus of a major piece of urban regeneration work in 2011 (High Line 2: New York, New City?). The shop is currently the brand’s only dedicated full-size retail space outside of Brazil and showcases more than 1,000 pairs of sandals.
Adding an element of the Consumer-Creators retail marketing philosophy into the mix, visitors can customise or create their own sandals at the shop’s DIY station – a space stocked with colourful foam flip-flop soles that can be paired with different-coloured straps and embellished with pins, letters and even Swarovski crystals.
The Sole East Beach Resort in Montauk, The Hamptons, is currently hosting the Rebecca Minkoff at the Beach pop-up until September. The shop offers a selection of the New York-based fashion designer’s beach-ready accessories just a stone’s throw from the beach. The pop-up has been conceived to look like a beach-hut-cum-surf-shack (think natural light, hardwood floors and framed surfing posters) to give it a sense of authenticity.
New York-based eco-friendly swimwear e-tailer Faherty Brand has devised a custom-made touring pop-up shop (dubbed the Beach on Wheels). It debuted in New York City in early June and will travel cross-country, reaching San Francisco on June 28.