Fendi launches pop-up truck in North America

Luxury brand Fendi has decided to create a pop-up in a non-traditional sense. Instead of renting out a location for a couple of weeks, the Italian fashion house is launching a traveling store for North America exclusively.

The pop-up will be in the form of a truck, inspired by an Italian-styled three-wheeled truck. The car will travel across North America selling a wide range of Fendi’s products including accessories, handbags, and more. The pop-up will stop at major cities throughout the continent including New York, Los Angeles, Montauk, and more. Strategically scheduled, the Fendi truck will be in those cities coinciding with major events for the city as well. This is a smart move on Fendi’s part, as those crowds will be larger drawn to events which will bring in more customers for the truck.

Currently, there is no set schedule for the truck’s stops throughout the country. However, WWD confirmed that the Fendi Ape car will be starting in Montauk near the weekend of the fourth of July and will be in Miami by December. The publication also states that the truck will be around Los Angeles in October and in Toronto in September. Aside from those vague dates, it is unclear exactly where the traveling pop-up will stop and when.