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Brief Published: 21 Jul 2016

Luxury Retail's Hamptons Hit

Fendi's pop-up Road Trip

Luxury fashion and lifestyle brands are capitalising on the annual summer influx of affluent holidaymakers to the Hamptons in New York's Long Island, via new pop-up formats and e-concierge-based styling advice.

  • Temporary Relocation: Aquazzura's East Hampton pop-up boasts a summer vibe, with bright tropical wallpaper and wooden furniture. Open until September 2016, it stocks the brand's urban and beach-style products, including the full Spring and Pre-Fall collections of footwear and accessories. See Retail City Guide: NYC, June 2016 for details of its new NYC flagship.
  • Nomadic Pop-Up: To promote its new line of fashion accessories, Fendi has devised a pop-up road trip that will journey across the US. Having kicked off in the Hamptons on July 4, with a two-week residency at the Surf Lodge hotel, the red truck will travel to Long Island, Philadelphia, Toronto and LA. See also Commuter Commerce within our Roaming Retail Industry Trend, and Nomadic Retail.
  • Retail Residency: Known for its shoppable apartments in NYC and LA, US lifestyle retailer The Line has launched a pop-up within a typical Hamptons beach-house-style apartment. Presenting a selection of curated products, including furniture and accessories, the entire space is fully shoppable. See also The Rise of the 'Apartment Store' and Retail Domiciles.
  • Summer Concierge: Net-A-Porter offers a Hamptons phone concierge service – doling out advice on choosing Hamptons-appropriate summer outfits, gifts or even the perfect sunscreen. It's also offering a same-day delivery service to its Hamptons customers – by helicopter. See also Concierge Commerce: Upgrading Customer Service and New-Gen Fulfilment.