New York -- Italian luxury brand Fendi has opened a pop-up, called #fendisoho in Manhattan’s SoHo neighborhood. The 630-sq.-ft. store will be open until the end of the year.
The merchandise will rotate on a monthly basis, with different themes that reflect the breadth of the brand’s offerings. The first collection is devoted to accessories, or what Fendi calls “must-have mini-icons.”
The store is a mix of the sophisticated — leather and velvet are among the featured materials — with such playful touches as Illuminated hashtag signs on the wall. The fun arcade-themed décor includes custom vending machines, where products dangle from mechanical claws.