Fendi opens SoHo pop-up shop

Fendi opened its first pop-up shop in Manhattan's SoHo neighborhood. The 630 sq. ft. exposed brick store features a neon hashtag sign on the storefront.

The brand's new location is on the corner of Greene and Prince Streets, inside the former Wolford's, reported Racked. The store combines luxury with a playful touch: Custom vending machines dangle products from a mechanical claw.

Items are limited edition and will be swapped out monthly for the duration of the store's run through December 31. The first collection is devoted to accessories, also dubbed "must-have mini-icons."

"SoHo is one of the most vibrant shopping destinations in the world for local and international customers," Fendi chairman and CEO Pietro Beccari told Women's Wear Daily. "It is important for Fendi to secure its presence here and we are fortunate to have the chance for the next six months."

Pop-ups are among the latest trend in wooing millennials. Nordstrom (NYSE:JWN) has been launching in-store brand pop-ups, most recently Poketo earlier this month. Retailer Uniqlo launched a pop-up in Boston this spring.

"Specific temporary locations with captivating concepts give a fresh energy to the brand, capable of also attracting a younger clientele," Beccari said.

For more:
-See this Racked article
-See this Women's Wear Daily article

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