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Hunter opens wet weather pop-up in NYC’s Grand Central Terminal

Hunter has launched a pop-up greenhouse in the Vanderbilt Hall at New York’s Grand Central Terminal, recreating the misty landscape of the Scottish Highlands.

Hunter's greenhouse pop-up in New York's Grand Central Terminal
Hunter’s greenhouse pop-up in New York’s Grand Central Terminal

Hunter has launched a pop-up greenhouse in the Vanderbilt Hall at New York’s Grand Central Terminal, recreating the misty landscape of the Scottish Highlands.

Created to celebrate the brand’s British heritage, the pop-up is modeled on a traditional glass-roofed design. Visitors entering it are greeted by the atmospheric sound of rain, moss underfoot and an ethereal layer of Scotch mist – a mixture of fog and light rain common in the Scottish Highlands. Inside, they are then able to interact with some of the Hunter Original Core Concept rainwear pieces, including boots and jackets, in the environment they were designed for.

“Combining our pioneering Scottish heritage with a contemporary and playful approach to rainwear, we have built an immersive environment for the customer that we hope will transport them back to our roots,” says the brand’s creative director, Alasdhair Willis. “We wanted to celebrate Hunter’s relationship with wet weather essentials by bringing a piece of our British heritage to an iconic location in New York. The authenticity, values and versatility of the collection is what has made it such a success to date and we want to showcase that – we’ve harnessed new materials from lightweight rubber to fully showerproof cotton and developed a seasonless, unisex collection that challenges the standard connotations of rain.”

The pop-up is an extension of Hunter’s commitment to continually engage with its biggest market: the US. It will be open from Sunday, October 22 until Wednesday, October 25.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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