From now until March is not only ski season for those fortunate enough still to be able to do so, but it’s also the time of year when brands that want to take advantage of this open pop-up stores in high-profile locations around the world.
Among them is Dior, which has just arrived in SoHo, New York City, with a temporary store whose major selling point is its LED mesh screens, used to cover the walls and ceiling and to allow patterns to be displayed across the whole of the interior. The modestly-sized space also boasts brushed metal shelving and transparent rails, used to display the clothing and equipment, designed in collaboration with AK Ski, Descente and POC.
Manhattan may be some distance from the slopes, but its wealthy locals will probably give this one the once over.
This store will be open until January 3rd.