Urban Decay’s Tube Job Lift Lab turns mascara into a provocative brand experience. Guests enter an underground lash “clinic” where tubing technology, instant lift and smudge-proof wear are dramatised through exaggerated procedure language, consultations and before-and-after reveals. With chrome, UV tones and futuristic medical cues, the activation transforms a single product into a cultural moment, proving how physical retail can turn beauty benefits into performance and cont

Casablanca opens its first U.S. flagship in Beverly Hills — a cinematic blend of heritage and modernity. Housed in a former 1920s bank, the space fuses Greek-inspired arches, carmine red walls, and gold typography with cutting-edge design. Exclusive LA pieces celebrate the city’s creative energy. More than a store, it’s a cultural destination — a bold example of storytelling through architecture and atmosphere.

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.

Skims’ Mall of America flagship is a cultural retail moment. The 8,000 sq ft space translates the brand’s ethos—comfort, innovation and inclusivity—into an experience-led environment. Gallery-like displays, generous fitting and consultation zones prioritise product education and fit. A wide size range and skin-tone palettes make inclusivity tangible on the shopfloor. Placed in a high-traffic destination, the store functions as destination, billboard and community hub.

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.

MAAP lands in Venice Beach with its first US LaB, turning retail into a hub for culture and community. Designed by Clare Cousins Architects, the space fuses raw brick and timber with sleek modern details, reflecting the brand’s “Life Around Bikes” ethos. More than a store, it’s a social space with a coffee bar, weekly rides, exclusive drops, and events—embedding MAAP into LA’s creative and cycling culture while redefining what a retail experience can be.

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

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.

Tiffany & Co. takes center court at the US Open, transforming the Billie Jean King Tennis Center into a world of luxury and sport. A giant Tiffany Blue tennis ball anchors the plaza, while inside, handcrafted championship trophies shine alongside a diamond-set HardWear by Tiffany racket and 24k gold vermeil ball. Blending heritage with spectacle, Tiffany partners with Meta AI to let fans imagine themselves as champions, proving luxury storytelling can sparkle courtside.

The Nike x LEGO Playroom at Fanatics Fest NYC transformed retail into pure play. Designed by Hotel Creative, it fused Nike’s passion for youth sport with LEGO’s creative spirit. Guests moved from a fiery basketball court with oversized LEGO bricks and design challenges, to a calm blue zone for custom jerseys and minifigure trading cards, all inside a giant glowing Nike shoebox. An immersive, interactive brand world done right.

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

J.Crew’s Farmstand pop-up in Southampton reimagines the store opening as a summer lifestyle moment. From branded fruit stickers to “J.Crewberry Pie” ice cream and farm-fresh displays, this IRL activation merges fashion with fun, nostalgia, and flavour, turning retail into a roadside experience made for sharing.

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.

lululemon celebrated 10 years of Align™ with a high-energy roller rink takeover at BottleRock Napa Valley. Featuring a full pop-up shop, exclusive merch, DJs, drinks, and customisation, the activation blended movement, music, and community in one bold, joy-filled space. Skates on, worries gone, this was more than a brand moment, it was a rolling celebration of lifestyle, versatility, and immersive festival retail at its best.

Gentle Monster x Bratz globally swaps Y2K nostalgia for cyber-glam in visionary pop-ups. Monumental lavender-haired, cybernetic Bratz statues and the exclusive "Pocket Collection" eyewear define these futuristic, art-like spaces. This bold chapter recontextualises Bratz's iconic rebellion with Gentle Monster's avant-garde design for a hyper-aesthetic age. A masterclass in experiential retail, live now in LA, Seoul, Shanghai's HAUS NOWHERE & Bangkok.

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 ,

SDD25/19_01: Louis Vuitton has redefined immersive retail with its latest men’s pop-up in Miami’s Design District, transforming its boutique into the vibrant “Louis Vuitton Pool” to debut Pharrell Williams’ Men’s Pre-Fall 2025 collection. Inspired by a journey from Paris to Miami, the space channels laid-back luxury with playful poolside details, think parasols, lifebuoys, tiled floors, and coastal color palettes. This isn’t just a collection launch; it’s a carefully curated

SDD25/18_05: Lululemon’s Tennis Club activation in Beverly Hills served as a masterclass in experiential retail, celebrating the launch of the brand’s new tennis collection through an immersive, community-driven event. Blending on-court play with poolside leisure, the activation transported guests into a curated lifestyle moment that went far beyond traditional product launches. At the heart of the experience was the Styling Pavilion, a luxe, hands-on space offering personali

SDD25/16_05: Gisou, the cult beauty brand founded by Negin Mirsalehi, has expanded its pop-up presence to Miami, introducing a visually striking activation in the heart of the city’s Design District. Known for its honey-infused hair and beauty products, the brand has crafted a vibrant, immersive space inspired by the tropical energy of Miami and the Art Deco elegance that defines its architecture. This latest pop-up celebrates the launch of Gisou’s Tinted Honey-Infused Lip Oi

SDD25/14_03: Skims has officially landed on the Sunset Strip with the opening of its first Los Angeles flagship store, an impressive 4,546-square-foot space at 8569 West Sunset Boulevard in West Hollywood. Designed by Rafael de Cárdenas, the boutique is a masterclass in minimalist luxury, featuring rounded-edge fixtures, skin-toned mannequins, and a striking 12-foot sculpture by artist Vanessa Beecroft. The design mirrors the brand’s New York flagship on Fifth Avenue, but wit

SDD25/11_05: The narrative around the decline of physical retail overlooks an essential truth, stores are not dying; they are evolving. Leading brands recognise that brick-and-mortar spaces serve a greater purpose than just sales; they are platforms for storytelling, brand immersion, and deepening consumer connections. By prioritising experience over direct monetisation, retail environments become powerful touchpoints that reinforce brand identity and long-term loyalty. New B