We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 29 Aug 2013

Retailing to the Rave Scene, NYC

Extra

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.

PANTONE®TPX
COATED
RAL
RGB
HEX
NCS