The Vetements 'Dry Cleaning' Popup Displays Dirty Clothing as Art
Jana Pijak — May 29, 2017 — Art & Design
References: vetementswebsite & highsnobiety
The Vetements 'Dry Cleaning' brand activation opened its doors on Melrose Avenue in Hollywood this past February, and drew its overall inspiration from retro laundromats. The bold pop-up celebrated Vetements' recent collaboration with Maxfield LA, a local retailer specializing in limited edition streetwear.
Consisting of 'Beverly Hills' logo sweatshirts and other exclusive pieces, the Vetements and Maxfield LA collaboration range was available to visitors who stopped by the popup. Built to resemble a retro dry cleaning business, the brand activation also featured a window filled with dirty clothing that doubled as a visually striking art installation.
Inside the retail space, clothes were displayed on dry cleaning racks and covered in plastic, much like traditional garments that are prepared for cleaning. This immersive retail space transformed a would-be laundromat into a shop that was both experiential and uniquely branded.
Consisting of 'Beverly Hills' logo sweatshirts and other exclusive pieces, the Vetements and Maxfield LA collaboration range was available to visitors who stopped by the popup. Built to resemble a retro dry cleaning business, the brand activation also featured a window filled with dirty clothing that doubled as a visually striking art installation.
Inside the retail space, clothes were displayed on dry cleaning racks and covered in plastic, much like traditional garments that are prepared for cleaning. This immersive retail space transformed a would-be laundromat into a shop that was both experiential and uniquely branded.
Trend Themes
1. Experiential Retail - Opportunity for brands to create immersive and unique retail spaces that engage customers on a deeper level.
2. Collaboration with Local Retailers - Partnerships with local retailers offer brands the chance to tap into their customer base and generate excitement around limited edition products.
3. Artistic Brand Activations - Using art installations as a way to showcase products and create visually striking experiences for customers.
Industry Implications
1. Fashion Retail - Fashion brands can explore creating innovative retail spaces that blend traditional shopping with immersive experiences.
2. Streetwear - Streetwear brands can collaborate with local retailers to launch exclusive collections and generate buzz among their target audience.
3. Art and Design - Artists and designers can find opportunities to collaborate with brands to create visually stunning installations that promote their products.
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