# Literary Pop-Up Shops The Dior Homme NYC Store Features a Text Display By Jordy E | Published 2012-04-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/dior-homme-nyc References: [nylonguysmagazine.tumblr](http://nylonguysmagazine.tumblr.com/post/21438792904/dior-homme-nyc-pop-up) & [dior](http://www.dior.com/couture/en_us/Fashion-Accessories/Dior-Homme2) The renovation of [Dior](https://www.trendhunter.com/trends/christian-dior-beauty-boutique) Homme's primary New York City location has made room for the launch of this [Greene Street SoHo pop-up shop](https://www.trendhunter.com/trends/moma-design-store-soho). The menswear accessories and apparel selections showcased in the store all follow the Dior code of excellency, and have been moreover featured alongside a [large literary installation](https://www.trendhunter.com/trends/bookstore-and-caf). Created by artist Robert Montgomery, the lit-up display of text reads, "Whenever you see the sun reflected in the window of a building it is an angel." Although many will develop their opposing takes on this message, the choice of artwork here signifies a merger between the purveyors of couture fashion and the masters of philosophical poetry. The statement made here is bold, and will certainly leave a lasting impression despite the temporary nature of the boutique. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 47% | Activity: 61% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Why This Trend Is Growing - **Pop-up Shop Merging Fashion and Art:** Opportunity to merge fashion and art through unique pop-up shop experiences. - **Literary Installations in Retail Spaces:** Opportunity to incorporate literary installations to add depth and meaning to retail experiences. - **Temporary Retail Spaces:** Opportunity to experiment with short-term retail spaces to create buzz and exclusivity. ### Industries Being Reshaped - **Fashion:** Fashion industry has the potential to incorporate literary installations in pop-up shops. - **Art:** The art industry can collaborate with fashion brands to create unique installations in temporary retail spaces. - **Retail:** Retail industry can experiment with pop-up shops to create exclusive experiences and attract consumers. ## Related on Trend Hunter - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Anniversary-Celebrating Pop-Up Stores](https://www.trendhunter.com/trends/bodyscape-installation.md) - [Immersive Luxury Retail Concepts](https://www.trendhunter.com/trends/christian-dior-beauty-boutique.md) - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md) - [Rejuvenated Concept Candle Stores](https://www.trendhunter.com/trends/candle-stores.md) - [Rooftop Clothing Pop-Ups](https://www.trendhunter.com/trends/ami-paris.md) - [Bright Showroom Research Libraries](https://www.trendhunter.com/trends/vowels.md) - [Luxury Retail Restaurants](https://www.trendhunter.com/trends/monsieur-dior.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md)