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

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.

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Digital snippets: Ralph Lauren’s smart shirt, Apple’s fashion execs, fond farewell to DKNY and Oscar PR Girls

We hope you had a great summer break. Here’s what you might have missed over the past month surrounding all things fashion and tech…

RalphLauren

  • Ralph Lauren is bringing its sensory ‘smartshirt’ to market for $295 [Fashionista]
  • Why has Apple been poaching fashion execs? [BoF]
  • As DKNY PR Girl and Oscar PR Girl move on, one writer mourns the death of fashion Twitter [Yahoo! Style]
  • Why Target had the only ad in Vogue’s September issue with a digital edge [Digiday]
  • The world is not enough for Net-a-Porter [The Cut]
  • Zalando is making billions by tailoring its services to European stereotypes [Quartz]
  • Macy’s tests chutes, tablets in dressing rooms to repel Amazon [Bloomberg]
  • Matches Fashion’s stylish leap from touch to touch screen [NY Times]
  • How Neiman Marcus plans to digitise [Digiday]
  • The Dandy Lab: a new menswear concept store enhanced by technology [Grey Fox]
  • Sephora joins the beauty subscription box arena [PSFK]
  • 12 months after launch: how have John Lewis’ geo-location experiments with JLab winner Localz shaped up? [The Drum]
  • Alibaba lands Macy’s as the first US department store for its online portal [Fortune]
  • Why millions in China downloaded L’Oreal’s Makeup Genius app [AdAge]
  • How robots are ushering in a new era of retail customer service [Retail Dive]
  • Will luxury smartwatches work? [BoF]
  • This infographic reveals how social and mobile impact back-to-school shoppers [AdWeek]
  • Why fashion and beauty brands love Instagram [Digiday]
  • Periscope now has 10 million users who watch 21 million minutes a day [AdWeek]
  • Can Twitter turn around its story with buy buttons? [The Street]
  • Facebook tests a digital assistant for its messaging app [Bits]
  • Style.com lifts the veil on staffing, strategy ahead of launch [WWD]
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Burberry World Live launches with immersive 360-degree experience in Taipei

Burberry kick-started the first in a series of global events last night with a multisensory experience in Taiwan that combined the brand’s pillars of British heritage, weather, music and fashion.

Staged in a custom cylindrical space, it included an eight-part 360-degree film featuring hologram Burberry models, digital rain that seemingly poured from the ceiling, and a live performance from British musician Tom Odell. The initiative follows on from the brand’s tech extravaganza in Beijing in 2011, and likewise celebrates the opening of a new flagship store; this time in Taipei’s 101 shopping centre.

Burberry World Live, as the series is being called, will now tour to other cities, including London, Hong Kong and Chicago.

“We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand,” said chief creative officer Christopher Bailey.

See the video below: