Ramped-up pop-up: Colette drives in to Design Miami

04 : 12 : 2013 Art : Pharrell And Moncler : Collette

Miami – Paris concept retailer Colette has developed a novel way to plant itself front and centre among the cool kids of Design Miami/ 2013 – a drive-in take-away art pop-up that lets fans literally take away art and fashion knickknacks.

Staged in the iconic 1111 Lincoln Road car park space, in collaboration with Alchemist, the concept store on the car park’s fifth floor, the pop-up enables consumers to drive up to ordering stations – like in an American fast food restaurant.

The styling of the pop-up is 1950s, tongue-in-cheek Americana. Girls with roller skates will help you with your product order. Fresh milk shakes are served in kitsch takeaway cups. The products on offer are a curated selection of books, jewellery, beauty and accessories by artists, designers and celebrities, including Zaha Hadid, Pharrell and Moncler, Thom Browne and James Franco.

The drive-through is an innovative way for Colette to align itself with a high-minded, international art event in a cheeky, irreverent way, setting itself apart from the raft of luxury brand competitors launching loftier, more high-minded projects at the event.

It is also perfect for the growing numbers of youthful, affluent Millennials that increasingly form the core of the show’s audience. See LS:N Global’s Rennaissance Retail microtrend for more examples of how luxury brands are aligning with high art and culture to connect with fans.

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