Shop­bop Gets Phys­i­cal For 20th An­niver­sary With SoHo Pop- up

WWD Digital Daily - - News - BY KATHRYN HOP­KINS

The Spring Street lo­ca­tion, which opens its doors Fri­day, is the fash­ion re­tailer’s first pop-up.

For its 20th an­niver­sary, Shop­bop is go­ing back to its phys­i­cal roots with the help of a few old friends.

Known as a global on­line re­tailer that is now owned by Amazon, it ac­tu­ally started life as a mod­est cloth­ing store called

Bop, tar­geted at lo­cal col­lege stu­dents in down­town Madi­son, Wis.

On Fri­day, five years af­ter Bop closed its doors, Shop­bop will come full cir­cle as it un­veils a 5,000-square-foot pop-up in SoHo in Man­hat­tan to mark two decades in busi­ness.

“We wanted to bring Shop­bop to life,” said brand pres­i­dent Shira Su­veyke from the Spring Street lo­ca­tion, the re­tailer’s first pop-up, as her team hur­riedly put to­gether the fin­ish­ing touches of cacti and ivy. “It felt like the per­fect mo­ment to cel­e­brate our his­tory.”

Hav­ing been out of the brick-and­mor­tar game for some time meant that open­ing a sprawl­ing space in the heart of New York City was no easy task, with Su­veyke de­scrib­ing it as a “big” but “ex­cit­ing” un­der­tak­ing.

So Su­veyke, who joined Shop­bop from Yoox Net-a-porter last year, turned to some fa­mil­iar faces for the pop-up. “The man­ager who’s help­ing sup­port the pop-up worked at the Bop store,” she ex­plained, adding that she even brought back some for­mer Bop em­ploy­ees, who no longer work at Shop­bop, to con­sult.

That doesn’t mean that the Shop­bop pop-up will mir­ror the Bop store.

In fact, it has fully em­braced the ex­pe­ri­en­tial trend that has over­taken fash­ion in the past cou­ple of years, with a flower shop by Popup Florist, a Juice Press, a La Colombe cof­fee bar, a Levi’s cus­tomiza­tion sta­tion and a Zoë Chicco jew­elry cus­tomiza­tion area, all avail­able through­out its whole run, which ends Sept. 22.

Shop­bop will also of­fer as many as three daily events for cus­tomers, from morn­ing yoga with Y7 and med­i­ta­tion with MNDFL, to in­flu­encer styling events with the likes of Arielle Char­nas of Some­thing Navy, to pan­els with top in­dus­try tal­ent.

“From the out­set, we knew that our cus­tomer wanted to be closer to Shop­bop in an ex­pe­ri­en­tial way — not just to have another place to shop. That is why we leaned into pro­gram­ming be­ing an in­cred­i­bly im­por­tant part of what we built and want­ing ev­ery­thing to feel like an ex­pe­ri­ence,” Su­veyke said.

Also avail­able in store will be items from The Twenty, an ex­clu­sive col­lec­tion of 20 plucked-from-the-run­way pieces from 20 lead­ing de­sign­ers, which de­buts on­line to­day. Cu­rated by Shop­bop fash­ion di­rec­tor Caro­line Maguire, the col­lec­tion in­cludes pieces from Is­abel Marant, Zim­mer­mann, MSGM, ACNE, and Sandy Liang.

“It’s not just about the cus­tomers that have been with us for 20 years, but the de­sign­ers that have been with us for 20 years,” ex­plained Su­veyke, a strong be­liever that ex­clu­sive should be ex­actly that.

“Ex­clu­sive col­lec­tions over the years have be­come quite di­luted,” she mused. “Of­ten, they’re just in another color and it doesn’t feel unique or spe­cial to the cus­tomer. So it was im­por­tant to us that if we were go­ing to do another cap­sule that those pieces be im­por­tant and unique, and that’s how we de­cided to work with de­sign­ers on pulling from their run­way col­lec­tions and pre­sen­ta­tions.”

It will be launched in con­junc­tion with Shop­bop’s new cam­paign #StyleSup­port, which pays homage to style-cen­tric ex­changes shared by friends daily, from “Do I wear heels or flats?” to “The in­vite says dressy ca­sual. Help.” It was shot by pho­tog­ra­pher Clara Balzary and fea­tures a mix of tastemak­ers, cre­atives and mod­els such as Ai­den Curtis, Sasha and MaryV Benoit.

But while the store will be chocka- bloc with Shop­bop’s lat­est fash­ion of­fer­ings and ex­pe­ri­ences, no­tably ab­sent will be East Dane, its brother site, which of­fers con­tem­po­rary and emerg­ing men’s wear brands.

That’s be­cause, ac­cord­ing to Su­veyke, while the male cus­tomer is key in the com­pany’s growth ini­tia­tives over the next three years, she wanted to cre­ate an en­vi­ron­ment that felt holis­tic to the Shop­bop cus­tomer who has been with it for 20 years.

“To prop­erly cre­ate the right en­vi­ron­ment for the male cus­tomer, we didn’t want to just put it in the back cor­ner of the store and sort of nod to him,” she said. “At some point we’ll be in a place where we’re ready to cel­e­brate the East Dane cus­tomer. But this felt like Shop­bop’s mo­ment.”

In­side Shop­bop’s SoHo pop-up.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.