Retailing to the Rave Scene, NYC
Reflecting the growing popularity of electronic dance music (EDM) in the US (see US Electronic Dance Music: What’s Next For the New Pop?), New York hosted the first pop-up shop in honour of the musical genre last weekend.
US fashion e-tailer and clubbing apparel specialist Bad Kids Clothing teamed up with American eyewear brand EyeParty to transform the third floor of Manhattan bar Libation into an intimate rave-cum-pop-up shop. An additional group of independent brands bolstered the initiative, selling rave-themed products such as neon wigs, bras decked out with flowers, and glow-in-the-dark T-shirts.
The pop-up was conceived to coincide with the end of the US summer festival season –offering a one-stop shop for fans attending the New York edition of EDM festival Electric Zoo, held from August 30 – September 1. In a bid to get shoppers in the mood for the festival, the space was lavished with rave-style red lighting, lasers and, of course, ever-present electronic dance music.
The pop-up also had a community-oriented focus: 10% of the total profits are to be split between three charities, largely focusing on children’s education. “The scene is about relationships, giving back to each other and the community,” Sam Meister of EyeParty told Stylus. For more on retail trading on community values, see Community & Commerce.
Following high footfall recorded during the event, EyeParty and Bad Kids Clothing have already announced the possibility of a further collaborative pop-up this autumn.