DKNY Pop-Up Shop Begins Three-Day Tour of Manhattan

By Mary Johnson on December 8, 2011 11:51am 

Steel Space Productions uses a shipping container to house its pop-up shop.
Steel Space Productions uses a shipping container to house its pop-up shop.
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Steel Space Productions

FLATIRON — Call it quickie couture.

Miniature DKNY outlets will be popping up all over Manhattan beginning Thursday, as the designer partnered with a company to bring a small sampling of its wares to locations in the Flatiron District, Columbus Circle and the Meatpacking District over the next three days.

The first such pop-up will open for one day only Thursday in the plaza at Broadway and East 23rd Street, according to a press release.

The pop-up will then move to Columbus Circle on Friday. By Saturday, it will finish up its tour of the city in the Meatpacking District, on Ninth Avenue and West 13th Street.

The pop-up itself resembles a shipping container — and, in effect, that’s what it is, said Pierre‐Mathieu Roy, the founder of Steel Space Productions, the marketing firm behind the event.

It can be set up in less than an hour and will allow DKNY to display a special selection of garments. Customers will be able to try items on, but will have to make their purchases online, via iPads that will be set up on site, Roy explained.

“We’re really proud of launching this new pop-up store with DKNY,” Roy said in an interview. “It’s kind of a special three days.”

The fashion brand has also partnered with City Harvest for the three-day event, and for every 100 people who enter the pop-up shop, DKNY will donate to the organization that works to feed New York City’s hungry.

“They partnered with City Harvest to give back around Christmastime,” explained Roy, whose company is based in Montreal but recently opened an office on Hudson Street in Tribeca. “And I think [our pop-up shop] was just a good way for DKNY to showcase its new collection.”

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