Tuesday, October 30, 2012

Pop-up Fashion Carts Debut at the Grove

LA's the Grove shopping center
Hunter Communications recommended reading from:
Los Angeles Times

Link to Article:
Local-fashion-filled 'Pop Carts' roll into the Grove Nov. 15

Upping its trendy fashion credentials, the Grove shopping center in LA will roll out "pop carts" devoted to the wares of three up and coming LA designers. Adding an upscale twist to the style of popup stores, restaurants, and the ubiquitous food truck, the "pop carts" will be a temporary installation in the pedestrian-friendly mall, taking up residence from November 15th till Valentine's Day.

Excerpt: "Rather than selling Crocs and doggie T-shirts, these haute carts will offer ban.do’s $45 heart-shaped clutches and $350 jeweled head bands, Clare Vivier’s butter-soft leather coin purses, purses and weekend bags from $55 to $500, and Heidi Merrick’s silk print PJs and decorative pillows from $39 to $325.

The Pop Carts will not look like any others on the property. The designers will give them their own individual look and feel. The fashion carts have the same ephemeral appeal as food trucks and pop-up stores, and the potential to make the Grove feel even less like a homogeneous mall. They also come at a time when the shopping center is trying to up its style quotient with several new, more fashion-forward tenants, including TopShop, a J. Crew Men’s store and Vince.

'There are so many designers who want to be on the property, and we starting thinking about where else we could put people,' said Galit Shokrian, senior vice president for marketing and communications at Caruso Affiliated, which owns the Grove. 'We thought, we have these carts all over the property, why not change them to designer carts rather than carts selling iPhone cases. We reached out to designers and they loved the idea.' "

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