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Retail
Published: 24 Dec 2013

Store as Fan Hub: Nicopanda Ho Ho Ho Pop-Up, NYC

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Nicopanda pop-up

Nicopanda Ho Ho Ho is the latest own-label temporary store-meets-fan hub by Nicola Formichetti – the Italian/Japanese super-stylist and artistic director of Italian fashion label, Diesel. Located in the Tribeca district of New York, the new pop-up follows transient spaces for the one-year-old brand at department stores Lane Crawford in Hong Kong, and Isetan Shinjuku in Tokyo.

The store’s interior has been decorated by Formichetti and a host of graffiti artists from New York-based creative collective Miny. The explosion of cyber-punk-influenced neon pays homage to Formichetti’s roots in London’s 90s club scene, including Cyberdog – a cult London store rooted in trance music and cyber-punk-style clothing. The entrance is covered with long sheets of neon PVC, which – alongside a stream of resident DJs playing thumping electro music and a constant downpour of UV lights – adds to the warehouse-rave ambience. 

As well as stocking the Nicopanda line of apparel and accessories and a curated selection of additional pieces by other NY designers, the store is also a cultural space intended for wider brand-fan engagement.

Sales associates dubbed Drunken Elves are on hand to help Christmas shoppers spend, as well as get to grips with an in-house production studio (booked in half-hour sessions) in which visitors can create portraits or social media content for sharing. The tactic echoes Formichetti’s recent campaign strategy for Diesel (#DieselReboot), where fans of the brand have been invited to participate in making its content, via slogans such as ‘Creativity is My Weapon’. 

The space will also host a new novelty ‘experience’ each day, including Sunday Mass (Sunday December 15 played host to the Debutants Ball featuring NY performers Robot Moonjuice and DJ Messkid) and Vogue night, in reference to the Harlem-founded, Madonna-appropriated dance moves.  

For more on pop-up retailing, see Nomadic Retailing in our Future of the Store Industry Trend, and Holiday Pop-Ups 2013.

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