New leaf: Phaidon pops up in New York

New York – Publishing company Phaidon’s first pop-up shop opens today on trendy Wooster Street in SoHo, and will remain open until January 2010. The 2,500-square-foot shop will display the publisher’s renowned art, architecture, photography and design titles along with its hefty, bestselling cookbooks, such as the new I Know How to Cook, a bible of traditional French cooking.

As with the Established & Sons pop-up, Phaidon’s temporary shop offers consumers a chance to engage with a sophisticated brand in a way that goes beyond simply owning its products.