As part of its Browns Nomad project, Browns opened a new pop-up store called 'Browns East' that is said to be its "21st-century response to the ‘pop-up store.'" The retail space offers a mix of fashion, technology and art with an emphasis on luxury design. Upon entering the gender-neutral space, visitors are greeted to the cheery sight of a rainbow-colored installation from artist Andy Leek sharing 300 individual notes of kindness.
Browns East hosts 'The Immersive Experience' created by BeBox, which invites people to attend dynamic mediation sessions and reconnect with their breath and sense of self.
As CEO Holli Rogers sees it: "Today’s customers want convenience, but they also want to feel connected and inspired. They want to be able to move seamlessly between the physical and digital worlds and have a personalized retail experience."