Paper Magazine 24-Hour Department Store // Happening // Added 2008/11/27 at 13:29
Consumption culture and culture consumption, the frontier between fashion products and art has really become tenuous. Brands have always tried to extend their universe beyond the simple notion of brand by adopting a lifestyle, but also an artistic aura. The latest proof: the “happening” concept stores!
Indeed, having an outlet means getting up early in the morning, managing the stock, the budget, paying middlemen to sell, run the shop and extend the customer network… as well as loads of fees… that is to say a challenging but often uncertain adventure. At Who’s Next, we’ve noticed a trend which has been confirmed: short-lived happening shops, just as Comme des Garçons and its Guerilla Store, Colette and its ephemeral shop in Paris last summer (while the regular shop was being renovated), the Gap x Colette concept store last September in New York.
The latest episode: American magazine Papermag opened a temporary shop – only 24 hours in Los Angeles, CA. Levi's, Converse, RVCA, Welcome Hunters, Supreme, Undefeated, Jeremy Scott, among other brands, took over the place and offered t-shirts, customized products and limited series. All this to the sound of music with DJs and sweet cars exhibited in the parking lot.
An original way for brands and shops to offer a new buying experience… Let’s bet that kind of operation will be repeated in the future!
Source: http://slamxhype.com/
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