Paul Smith's residency at Sunset Beach Hotel proves that the most memorable brand experiences don't feel like retail at all. By transforming a beloved coastal retreat with British nostalgia, playful design and thoughtful interventions, the brand turns hospitality into storytelling. More than a takeover, it's an invitation to step inside the Paul Smith world, where every deck chair, board game and hidden detail reinforces the power of place, personality and slowing down.

Fashion shows are increasingly becoming long-tail brand experiences, and Chanel's takeover of Bergdorf Goodman is a masterclass in extending a narrative beyond the runway. Inspired by the collection's subway-set presentation, the cinematic window installation turns a Fifth Avenue storefront into a moving story. More than visual theatre, it demonstrates how brands can translate campaign worlds into physical experiences that deepen engagement and make craftsmanship feel tangibl

Dior’s collaboration with artist Alex Chinneck reimagines New York and Los Angeles through a couture lens, bending taxis, traffic lights and classic cars into surreal sculptural storefronts. More than visual spectacle, the installations blur the lines between fashion, architecture and public art, creating immersive city-specific experiences that stop passers-by in their tracks while reinforcing Dior’s identity as a house built on fantasy, craftsmanship and cultural storytelli

Hendrick’s Gin’s ‘Anotherland’ is a masterclass in immersive storytelling, transforming a NYC townhouse into a 90-minute theatrical journey. Produced by Gradient Experience, the activation prioritises intimacy with just 25 guests per show, casting attendees as botanical characters in a surrealist narrative. By integrating invisible capture technology to provide guests with bespoke experience reels, Hendrick’s proves that the future of luxury brand activations lies in being fe

Jaded London’s US debut is a masterclass in atmospheric retail. With permanent flagships now open in LA and NYC, the brand is using "Sonic Architecture", including sound vaults and lounging beds, to create a "Third Space" for youth culture. A Y2K-inspired collaboration with Kreation Juice adds a functional, nostalgic layer to the experience, proving that Jaded London isn't just selling streetwear; it’s providing a sensory sanctuary for the global underground.

Prada has unveiled a dramatic new facade on its Fifth Avenue flagship, transforming mandatory construction scaffolding into an immersive light and texture experience. Using a double-layer, semi-transparent scrim in signature "Prada Green," the installation creates a shifting moiré effect that responds to NYC's changing light. By reframing industrial infrastructure as a high-impact storytelling surface, Prada turns a renovation phase into a moment of heightened urban visibilit

The “Valentony” pop-up by Tony’s Chocolonely and Cj Hendry is a masterclass in purpose-led design. Saturating a NYC storefront in "Only Red," the activation uses a $1 mystery box to mirror the daily wage of cocoa farmers. By blending art-world aesthetics with a structural critique of the cocoa industry, the brand turns a Valentine's moment into a manifesto. It proves that retail experiences are most powerful when they use delight to deliver a dose of radical truth.

Ami Paris has executed a masterclass in brand integration by taking over SoHo’s legendary Balthazar. From branded croissants to "sketchable" placemats, the month-long activation blurs the lines between fashion and hospitality. By bridging the gap between the brasserie and their nearby flagship with a custom pastry cart, Ami creates a localized brand ecosystem. It’s a sophisticated play on "soft-power" retail, meeting the consumer exactly where they already are.

UGG® brings its signature comfort to life with the UGG Feel House in NYC, a three-story sensory playground where heritage meets culture. From cookie-scented welcomes and customisation stations to mirrored photobooths and UGG® × sacai collabs, every detail celebrates creativity and community. A dominoes tournament by Capicu! NYC adds connection and play. This is experiential retail that feels like home.

Marc Jacobs and Nordstrom reimagine retail with Marc Jacobs at The Corner, a pop-up that blends fashion, art, and community. From artist collaborations to playful activations, the space turns shopping into a joyful, cultural experience.

Damson Madder’s In The Slow Lane pop-up redefines fashion launches. Set in NYC’s Marble Cemetery, it transforms the space into a cultural “third place,” blending fashion, chess, and community. Authentic players replace models, embodying strategy, stillness, and storytelling. With earthy-toned outerwear and heritage-inspired patterns, the AW25 collection balances practicality and intellect. More than a showcase, it’s an immersive brand statement—where clothing, culture, and co

The Plaza x Lacoste transforms afternoon tea into a tennis-inspired brand experience at the Palm Court. Vintage racquets, playful menus, and Lacoste-green details blend heritage with storytelling, turning tradition into theatre.

Nike Running @ The Corner in Nordstrom NYC blends performance, lifestyle, and community. Showcasing Pegasus, Vomero, and Structure alongside women’s apparel and customization, the space hosts weekly runs, recovery workshops, and tutorials. More than a pop-up, it’s a retail clubhouse that inspires connection and celebrates running culture, merging Nike innovation with Nordstrom service to transform shopping into shared momentum and storytelling into community fuel.

Rolex and London Jewelers open a new boutique in East Hampton’s historic Odd Fellows Hall, blending heritage with coastal luxury. The space balances Hamptons warmth with Rolex’s timeless design codes, from walnut panels and custom rugs to marble accents.

Crocs has redefined retail with its new ICON store in SoHo, NYC — a bold, 4,000 sq ft space blending immersive design and cultural storytelling. From a New York-style apartment window to an in-store bodega filled with NYC-themed Jibbitz™, every detail celebrates the city. It’s also the global debut of the Crocs EXP collection and the brand’s first hybrid model, combining self-serve with service. A vibrant tribute to NYC, the store sets a new standard for experiential retail.

Ferragamo brings Italian elegance to the Hamptons with a luxurious pop-up at Topping Rose House. Blending fashion, design, and lifestyle, the activation showcases the Pre-Fall 2025 collection in a space that feels like a Mediterranean escape. From raffia bags and leather sandals to a reimagined poolside with custom Gancini décor, this is retail as a sensory experience. A perfect example of how brands can create emotional, place-based moments that invite connection and cultura

To celebrate 20 years of Acne Paper, golden pop-ups have appeared in Milan, Paris, New York, and Shanghai. Inside select copies of Issue 20, lucky readers will find a golden ticket to win an archival edition. With striking imagery by Szilveszter Makó and a rich editorial mix of fashion, art, and essays, Golden is both a collector’s dream and a tribute to Acne Studios’ enduring creative vision. Print meets pop-up in a shimmering global celebration.

SDD25/20_01: Lululemon has reimagined its Fifth Avenue flagship with a bold, all-blue takeover that brings its Align collection to life through immersive design. In collaboration with Team Epiphany, the space has been transformed into a sensory experience centred on softness and movement. Billowing translucent fabrics, fluid sculptural forms, and gentle lighting create an atmosphere that mirrors the lightweight comfort and freedom of the iconic Align Pant. The entire environm

SDD25/19_05: Nordstrom has transformed its flagship NYC store with an immersive takeover by New Balance, bringing the brand’s fusion of sport and culture to life through a dynamic pop-up experience at The Corner. This unique installation highlights New Balance’s commitment to craftsmanship, innovation, and community, offering a curated selection of footwear, apparel, and accessories for all ages. The space evolves through themed activations that explore the brand’s identity ,

SDD25/14_02: Kith has brought one of its most charming brand experiences to life with a playful installation in Brooklyn celebrating the Peanuts 75th anniversary. Set within Domino Park’s Dog Park, the pop-up features a life-sized recreation of Snoopy’s iconic red doghouse, reimagined with a bold Kith twist. Snoopy lounges atop the roof, while clean Kith branding and character details bring the structure to life, offering a visually striking blend of nostalgic charm and stree

SDD25/08_04: Luxury fragrance house Diptyque has transported the magic of 1960s Paris to the heart of New York with its immersive Orphéon Jazz Club pop-up. Located at 21 Greene Street, the three-day experience celebrates the essence of the legendary jazz bars and artistic salons of Saint-Germain-des-Prés. Designed to capture the warmth and elegance of a Parisian jazz club, the space blends rich blue hues, vintage decor, and moody lighting, creating an atmosphere of sophistica

SDD25/07_02: Prada Beauty is elevating experiential retail with its exclusive "Love Capture" photobooth series, inviting consumers to immerse themselves in the brand's universe while capturing special moments. These elegantly designed photobooths blend high fashion, personal storytelling, and luxury branding, offering visitors the chance to take photos with loved ones. The activation integrates Prada Beauty essentials, including Prada Balm for care and Prada Monochrome for co

SDD25/05_03: The Ariana Grande x Swarovski Capsule Collection has taken the world’s most iconic retail destinations by storm, launching in flagship locations across Milan, Zurich, Seoul, and New York. Immersive pop-ups at Harrods London, Galeries Lafayette Paris, and KaDeWe Berlin showcase the collection’s blend of music, fashion, and luxury craftsmanship. Each activation is a dazzling fusion of modern glamour and timeless elegance, brought to life through bespoke window disp

SDD25/05_01: The Dior x KAWS capsule collection has taken the world by storm with a series of immersive global installations, blending high fashion with contemporary street art. Under the creative direction of Kim Jones, this collaboration redefines luxury retail, transforming spaces into visually striking showcases. From the avant-garde Seoul Dior Concept Store to the grandeur of Avenue Montaigne in Paris, each location has been meticulously designed to embody the bold, play