The Parasol Journal
No store of its own, a candy wall, two shakeout runs and a lot of new faces. How Sweetfeet made a room on the Bowery do the work of a shop for NYC Marathon weekend.
A permanent store on Madison Avenue, five pop-ups downtown and a line down the block. Why having a store doesn’t make a pop-up redundant.
Five days in Nolita, two big windows and a lucky-bag pouch. Ha-eun on bringing contemporary Korean design to New York.
From the mall to the pop-up: why temporary storefronts may be the new third place. Words by Isabella Appell.
Twelve days on Elizabeth Street, and why the brand wanted customers to touch the tights. Natasha on the US market, Nolita and selling hosiery in person.
Why pop-ups work in an era of digital fatigue: whimsymaxxing, color and the Von Restorff effect. Words by Isabella Appell.
Three days, 450 square feet and an ice cream cart on Elizabeth Street. Founder Stephanie Devli on why downtown, and what a storefront does that a website cannot.