Find keeping up with the latest fashions difficult? Try keeping up with the best spot for a New York Fashion Week pop-up store. A week ago the official NYFW venue for February 2017 changed yet again from Skylight Studios in Midtown to Soho. Storefront is here to help you find the best fashion week pop-up store and showroom locations.
New York City is infamous as the main stage for the latest n’ greatest – in everything. Any business or brand who’s “anybody” must make their way to the Big Apple, and that remains a universal truth for fashion, which still magnetizes the best designers and buyers. It used to be that Bryant Park, the official New York Fashion Week (NYFW) location, was the “On Broadway” – you had to make it onto the roster to get the right coverage. When fashion week was deemed an improper use of the public park space in 2013, the shows moved up to Lincoln Center, only to relocate again in 2015.
“If I can make it there, I’ll make it anywhere.”
The dwindling adherence to official NYFW venues has made fashion week more creative than ever and dispersed fashionista foot traffic around the city – Yeezus held his last show in the FDR Four Freedoms Park, the New York Bar Association Library opened its books for several shows, and ballrooms and restaurants alike played stage to fashion’s finest last September. The city is now a literal treasure trove of fashion week venues and rentable showrooms, but it can be difficult to know where to launch a pop-up shop or showroom for the most fashion week exposure and visibility in the ever-changing terrain. Here, we list our neighborhood picks for the next season in February 2017:
Downtown: Soho & Meatpacking
Skylight at Moynihan Station on 33rd Street has been the main venue for the past few seasons; however, due to plans for construction, Skylight at Clarkson Square in West SoHo will be the main host for the runway shows in the new year. A nearby Soho venue on Washington Street called Industria will serve as a new, additional show space. WWD reports that 60-70 shows are expected to take place at the two main downtown sites, both run by IMG, the official NYFW organizer. Add this to the steady bookings at Spring Studios and Milk Studios in the Meatpacking District over the past few seasons, and it’s safe to say that Downtown remains the main place to pop up. We’re betting our high heels on Soho and the Meatpacking District as the next destination.
Combining glamour, heavy foot traffic, high visibility and an enriching retail environment all in one place, Storefront‘s newest pop-up store opportunity, the so-called “Colette of New York City” is perfect for brands seeking maximum exposure during fashion week.
Off the beaten (runway) path
Since there’s no longer a Bryant Park or Lincoln Center home base, designers are getting increasingly creative when it comes to runway locations, especially ones that appeal to an Instagram hungry crowd. Among the most interesting locations last season were Tommy Hilfiger at South Street Seaport, Tom Ford at the Four Seasons Hotel, Brandon Maxwell in the Russian Tea Room, Eckhaus Latta at the open Hester Street Market in the Lower East Side, Kanye West’s Yeezy in FDR Four Freedoms Park, Sies Marjan at the Library at the New York City Bar Association, and Marc Jacobs at the Hammerstein Ballroom. Whew! Uber must be making bank off bloggers!
Just on the other side of the water, a 10 minute taxi ride from Soho, Brooklyn is starting to stake its claim on the fashion scene. Thakoon Panichgu, for example, showed his see-now-buy-now collection at a new waterfront development in Dumbo, Brooklyn. At Storefront we see increased activity in Brooklyn during NYFW. Filled with studio spaces, warehouses, and offices, you’re sure to find and rent a pop-up space to fit the need of your event.
Still not sure where to pop-up during NYFW? Give us a call or send us an e-mail, and we’ll help you find the perfect location. “It’s up to you, New York, New York!”