Feb 23, 2017 | By Vittoria Toffoli
Experience Lifestyle & Interiors on WGSN.
Sep 12, 2016
This summer, e-commerce retailer Garnet Hill, a home and apparel brand under HSNi, created its mobile pop-up shop. The shop, which is a transformed shipping container, travelled down the upper east coast of the US and has just arrived in New York City. The first pop-up location kicked off near Garnet Hill’s headquarters in northern New Hampshire, back at the beginning of August, before the mobile establishment headed south, ending in New York City.
This isn’t the first time we’ve seen shipping containers used as retail stores, it’s an interesting move for retailers. It’s especially smart for interior brands, because it fits the consumer trend we’ve seen with the millennial generation living nomadic lifestyles and having the money to only invest in tiny homes.
Garnet Hill’s PR manager, Jessica Greenhalgh of Cercone Brown & Co. Advertising and PR Agency, said that the brand wanted to make this pop-up shop because the storefront in Bridgehampton, NY was a success. The company wanted to begin testing out the waters of other tangible stores, where customers could purchase on mobile iPad’s. With the influx in brand awareness through pop-ups and repurposed materials, this project followed suit with its repurposed materials coming from an old shipping container.
The colours were neutrals-greys, whites, creams and woods. Including a bathroom, bedroom, closet, sitting room, kitchen, top deck and front porch, the shop welcomed outdoor engagement with music and catering. Many of the products in the shop were from local brands in New England that sell with Garnet Hill. The brand’s motto displayed on the shop was, “Beautiful, Naturally”, which resonated with the surroundings.
Visit the boutique shipping container at 11 Fulton Street, South Street Seaport in New York City from until September 22. It will also be hosting two events one with Eileen Fisher on September 15th, and one with The Hable Sisters on September 20th.
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