Two European Luxury Brands Launch Experiential Pop-Ups For New Yorkers And Tourists Alike
While New York residents ponder if the city and its surrounding hamlets have truly come back to life post-pandemic, European luxury is betting the Big Apple, and money-filled Long Island region of the Hamptons will be a boon to their businesses. After all, according to Statista, the US leads in luxury fashion consumption with $74,670.00 million predicted in 2022. These numbers sound enticing for sales. With Salvatore Ferragamo in Soho and Chanel in East Hampton, these two-heritage brands from Italy and France, respectively, have opened temporary summer locations to coax some of that American cash to burn.
Ferragamo opened doors on a 2600-square-foot concept store on Friday, June 24th. According to a release, the space is a collaborative hub that aims to offer a ‘state-of-the-art immersive shopping experience.
“Soho’s cobblestone streets have long symbolized a distinctly youthful spirit. As a brand, we thrive on the inherent energy of New York’s downtown culture, so it’s a natural home for us. In this sense, our new store represents a unique opportunity to cultivate a space where people can come together, spend time, hang out, and, hopefully, experience something new,” said Salvatore Ferragamo North American CEO Daniella Vitale.
The Italian luxury house, which has in previous years stayed true to its classic roots, ventured into metaverse territory, partnering with multidisciplinary creative studio DE-YAN for experiential, interactive elements that blend the Web3 and in-person retail.
This involved an NFT installation created by digital artist Shxpir, which resembled the Statue of Liberty. The pioneering artist also created a limited edition-edition T-shirt and sweatshirt whose proceeds will be donated to The Center, one of the oldest and leading LGBTQ+ organizations in New York City.
Surrounded by a blinding mirrored installation, guests can capture themselves via a high-spec black magic camera on a series of Shxpir-designed backdrops. The first 256 individuals will have an opportunity to mint their artwork on the Ether
Additionally, shoppers can customize the brand’s latest unisex sneaker, the 6R3ENE, with a custom hologram sneaker program. A six-foot-tall booth brings the process to life via a hologram sneaker program. The sneaker, which features an upper made from Econyl, a fiber 100 percent regenerated from fishing nets, will take approximately ten weeks to arrive as a finished product and cost around $1150.
Out East, Chanel takes over a commercially zoned signature Shingle-style home (formerly there was a Body Shop located there) on the tony Newtown Lane. The two-story and over 2300-square-foot traditional grey with white trim dwelling has been given a Parisian gloss up and stocked with Chanel’s full range of goodies—handbags, small leather goods, accessories, watches & fine jewelry, and ready-to-wear styles from the Coco Beach zand Métiers d’art 2021/22 collections designed by Virginie Viard. The grounds include a typical Hamptons garden for hosting events aimed at wooing VIP clients, taking a break from their busy entertaining schedule to experience a touch of Paris on Long Island.