- Kristopher Fraser |
Pop-up's have become a major part of retail strategy, and as he is one of the most talked about designers at New York Fashion Week, Philipp Plein has capitalized on both his celebrity and vacant retail space in SoHo to present his No Mercy on Mercer Street pop-up store. On February 11, the designer celebrated the launch of the store with a party from 12 p.m. to 5 p.m. featuring performances by Rich the Kid and Christian Combs, son of legendary rapper Sean "Diddy" Combs.
Plein's new SoHo concept was inspired by the urban street style atmosphere of NYC that characterizes the area, combined with an edgy underground experience. As part of the retail store opening, Plein did a special No Mercy on Mercer Street capsule collection of limited-edition styles. The store also offers other limited existing styles from Plein's existing brand collections, such as his one with Alec Monopoly.
This season at New York Fashion Week, Plein also took a see-now-buy-now approach to his collection, although not to full scale like other designers such as Ralph Lauren. Select looks were made available from his runway show, which happened just the night before. New York has become a key part of the designer's retail strategy as he grows his global business. With the still increasing popularity of Philipp Plein, there's only more to come.photos: courtesy of BFA