May 17, 2018 | By Taryn Tavella
GQ magazine and Park & Bond, a new full-price men’s site from Gilt Groupe, have come to life for the holidays. The Condé Nast title is collaborating with the online retailer on a pop-up shop in New York’s Meatpacking District for the holiday season. The 3,700-square-foot space at 414 West 14th Street is open through December 18th — and will feature outerwear, apparel, denim, accessories, footwear, new and vintage watches, gadgets, tech items and grooming products selected by Park & Bond, as well as merchandise highlighted in the “GQ Selects” and “Best Stuff of the Year” feature in the magazine’s December issue. These will include such eclectic gift items as Libratone speakers, the Lytro No Focus Camera, the NOCS earbuds, and the Punkt cordless phone. Top brands will include APC, Common Projects, Etro, Filson, Gant, Jack Spade, Lacoste, Mackintosh, Oliver Peoples, Orlebar Brown, Paul Smith, Simon Spurr, Thom Browne, and Vilebrequin.
“It poses the question, what would GQ look like if it was a store,” said Chris Mitchell, GQ’s publisher, to WWD. “We think it’s a natural way to bring the brand to life in real time.” And he said the location in the Meatpacking District is “the most fun place to do it.”
John Auerbach, president of Park & Bond, added: “We wanted to bring the Park & Bond online experience to life and a pop-up is a great way to do that. It will be a showcase for our top picks and gift ideas. I’m particularly excited about our selection of vintage watches — amazing Rolex watches from the Fifties and Sixties. We will also have great impulse items, including a terrific assortment of gifts for your guy under $50.” He noted that the Web site has collaborated with GQ since its August launch, featuring the magazine’s top fashion picks on its site.
The pop-up shop, GQ at Park & Bond, will host different programming every night, offering an eclectic assortment of events including Gilt City events, musical performances, sports events and GQ editor events. American Express is also involved in the shop, offering promotions to its card members at the store.
Mitchell said if the shop is a success, it could be replicated in other parts of the country. “It could be more than just New York and more than just holiday,” he said. “But we’ll see, we’re just getting our feet wet.”
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