In keeping up with their whimsical endeavour to woo shoppers and onlookers with arcade and vending machine themed windows all over the globe, Fendi has opened up its Soho Pop-Up store in New York City. The Italian fashion brand makes an ephemeral landing in the Big Apple at 122 Greene Street.

Located right across the Apple Store, on the corner of Prince Street, the 630-square-foot pop-up outpost will remain open until the last day of 2014. WWD reports that this new Manhattan boutique will be a blend of the classic Fendi embodiment with a touch of “SoHo’s industrial aesthetic” with a cycle of varying themes each month until the store closes.

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In step with the brand’s playful spirit, this Soho shop will also attract visitors with neon Fendi Soho banner and put up handbags hanging from mechanical claws like arcade machines. Fendi loyalists will be treated to a special space dedicated to one-of-a-kind accessories along with unique pieces that will remain exclusive to this Soho pop-up store.

Pietro Beccari, Fendi chairman and chief executive officer also mentioned that, “SoHo is one of the most vibrant shopping destinations in the world for local and international customers. It is important for Fendi to secure its presence here, and we are fortunate to have the chance for the next six months.”

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Explaining about how Fendi benefits from such pop-up shops, he also added that “Specific temporary locations with captivating concepts give a fresh energy to the brand, capable of also attracting a younger clientele. This pop-up gives us the opportunity to reach new customers and welcome our clients in a unique environment highlighting an exclusive selection of our most iconic products.”

WWD

Fendi