Firenze in NYC: Italian Fashion Purveyor Luisaviaroma Opens Holiday Pop-Up Shop in Soho


It’s safe to say that we are still in the golden age of the fashionable “pop-up.” Indeed, pop-up shops are…the new black. We’ve already seen it all – from Fendi and KITH, to viral, short-lived merch shops from Kanye and Drake, to even gimmicky, limited-run “cultural” institutions like the Museum of Ice Cream and 29 Rooms.

But this one has us particularly excited: Florence-based luxury online retailer Luisaviaroma has teamed up with Spring Studios on an interactive holiday pop-up retail experience that will sustain a run at the industry hotspot through December 15th, 2018. Think: Dover Street Market meets Barney’s Co-Op, with a touch of Barbie’s Dream House. The highly-curated space is perfect for dropping stacks and/or upping your Instagram game, within its ornate, very Italianate interior (perhaps a mirror pic in that Emilio Pucci gown you’ve been longing to add to your wardrobe?)



Up-and-coming Milan-based designer and architect Cristina Celestino constructed the space as an extension of Luisaviaroma’s “Home for the Holidays” installation in Firenze. She describes it as “an experiential and visionary pop-up that plays with textures, materials and colors, bringing a tropical atmosphere with a touch of European flair to the city.”

Each week, a co-branded, limited edition capsule collection of handpicked items for the New York location will be released. The store itself will showcase about 300 curated pieces from some of the most renowned Italian designers, including Alberta Ferretti, Marni, Moschino and Versace. While that may not seem like much, don’t fret – because another 30,000 items will be available to purchase online through interactive digital screens, completing the experience.

The Luisaviaroma pop-up with be open until December 15th at Spring Studios (50 Varick Street, NYC).



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