Marni is seeking to deliver extra of its model to Los Angeles with a brand new pop-up store contained in the Neiman Marcus retailer in Beverly Hills.
Though the Italian model already has a stand-alone retail retailer in West Hollywood, it’s opening a brand new devoted pop-up house inside Neiman’s for simply three weeks, dubbed “Marnifesto,” the identical identify given to the spring 2021 present and assortment from inventive director Francesco Risso. The division retailer already carries Marni’s ladies’s ready-to-wear, however the pop-up will embrace ladies’s, males’s and equipment from its spring 2021 assortment.
Monica Voltolina, chief govt officer of Marni, mentioned the division retailer pop-up “represents an thrilling second for us and is a good way to characterize the Marnifesto assortment.”
“For us, this is a chance to make retail extra private and interact the shoppers with the model in a brand new means,” she mentioned. The pop-up additionally marks Marni’s first pop-up or retail “activation” outdoors of its present shops for the reason that coronavirus pandemic started. It can solely be open for about three weeks, from Friday to April 13. Whereas the Neiman’s pop-up is a one off in the intervening time, the shop does characterize the beginning of the model strategically shifting its presence in retail shops.
Voltolina added that the themes of the gathering being “poetry, constructive considering, unity, inclusion, love” are all parts that “our shoppers are searching for right now.”
Marni has beforehand arrange pop-up like areas, like Marni Market a number of years again, and such strikes have constantly pushed gross sales and even waitlists amongst retailers hoping to host such areas.
Across the time of the spring present, Risso informed WWD that the brand new assortment was not about making “a press release” or conventional inspirations.
“It’s the alternative,” he mentioned. “This has been virtually like a social experiment the place the dialogue between me and the folks I work with is central to assemble this assortment.”
Paolo Riva, who heads up model partnerships and merchandising for Marni, famous that the colourful, daring prints of the gathering included within the pop-up (this time virtually completely black, white and crimson) are already standard with luxurious consumers at Neiman’s, however that there will likely be an added aspect of discovering one thing new throughout the short-term house.
“We all know our prospects are going to like discovering Marni’s elevated appears and a classy femininity in an interactive pop-up,” Riva mentioned.
Executives wouldn’t touch upon the opportunity of future pop-ups or its retail technique going ahead.