Tom Sachs’ 31 Rue Cambon rebuilds Chanel’s Parisian world by hand using plywood, cardboard, paint, broken glass and found materials. The result strips luxury back to its underlying codes, asking where value really sits: in material, labour, memory, branding or desire. By making the construction visible, Sachs turns imitation into a sharp study of authorship, craft and the cultural machinery of luxury.

Victoria Beckham’s first New York store treats retail as an exercise in atmosphere rather than spectacle. At 150 Mercer Street, fashion, beauty and fragrance sit within a tactile, residential environment shaped by velvet, marble, timber, brass and sculptural furniture. The result is a quieter kind of immersion, where materiality, intimacy and spatial restraint make the brand world feel coherent, personal and physically distinctive.

K18 and Uncommon Creative Studio rolled a 10-foot ball of real human hair through the streets of New York to launch the brand's new FutureIQ longevity serum. Dubbed the Tumblehair, the installation represents the 167 billion hairs New Yorkers lose to shedding annually — taking something people endure quietly and making it physically impossible to walk past. Gross, clever, and entirely on brief.

Victoria Beckham Beauty made a fragrance something you can taste. Inside Caffe Paradiso, a bespoke Iced Vanilla Bergamot Latte translates the actual note profile of Portofino '97 into something customers can order and describe, not just smell. Paired with a genuinely loved Nolita café rather than a rented backdrop, it's proof that the strongest activations find the second sense that makes a memory physically graspable.

Glossier turned its SoHo flagship into a bodega — apple crates, a scratch-off card, a Big Apple tee at the counter — and that's the whole point. The apple-flavoured I ❤️ NY Balm Dotcom only makes sense once you're standing inside the space itself. The real craft: handing the same balm to ten actual New York bodegas, closing the loop between the flagship and the city it's imitating.

SKIN1004's new SoHo flagship isn't decorated, it's built from one fact, Centella Asiatica sourced exclusively from Madagascar. LMTLS's canyon-like Nature Wall fuses storage, seating, and sales counter into a single sculptural gesture, then shifts scale from a gorge-sized entry to an intimate point of sale. It's a museum-grade case for K-beauty's next fight: not who wins online, but who builds the truest physical story.

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