# Bookworm Fashion Shops Sonia Rykiel's Tokyo Fashion Pop-Up Puts Garments and Books on Display By Laura McQuarrie | Published 2015-05-16 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-popup References: [japantrends](http://www.japantrends.com/sonia-rykiel-library-themed-book-pop-up-store-aoyama-tokyo/) & [soniarykiel](http://www.soniarykiel.com/en_ue/) Designer fashion boutiques are often host to extravagant retail displays, but the opening of a [temporary fashion pop-up shop](https://www.trendhunter.com/trends/ader-error-tokyo-space) presents the opportunity to go even more wild with styling. The opening of Sonia Rykiel’s library-themed store in Aoyama, Tokyo is the perfect example of this. The store boasts a vibrant red interior, lined with shelves of books that fit from floor to ceiling. This unusual hybrid of bookstore and fashion retail space began as part of a global campaign that was initiated in Paris. This retail space was originally centered around the history of the [Left Bank](https://www.trendhunter.com/trends/everlab), and soon, other global Sonia Rykiel stores will carry this theme onward. In addition to presenting the Sonia Rykiel Autumn/Winter 2015 collection, the store also hosts artwork by André Saraïva and an exclusive fragrance crafted by Daniela Andrier. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 53% | Activity: 78% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Library-themed Fashion Stores:** Designing fashion boutiques around popular themes, such as a library-inspired retail space, can add a unique touch to the shopping experience. - **Hybrid Bookstore and Boutique Shops:** Combining a bookstore with a fashion retail space offers customers with interests in both fashion and literature the opportunity to browse and purchase products in one location. - **Art Collaborations in Retail Spaces:** Partnering with artists to showcase their work in retail spaces can create a vibrant and unique experience for customers while promoting the artist's work. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can attract customers by creating unique and unconventional retail spaces that cater to their interests and hobbies. - **Bookstores:** Bookstores looking for innovative ways to attract customers can consider partnering with fashion brands to create book-inspired retail spaces. - **Art:** Artists can showcase their work in fashion and retail spaces, allowing for greater exposure and collaborations with established brands. ## Related on Trend Hunter - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md) - [Japan-Expansive Physical Fashion Stores](https://www.trendhunter.com/trends/studio-nicholson-4.md) - [Bright Showroom Research Libraries](https://www.trendhunter.com/trends/vowels.md) - [Book Pile Retail Decor](https://www.trendhunter.com/trends/aesop-store-1.md) - [Playful Tokyo Pop-Ups](https://www.trendhunter.com/trends/tokyo-popups.md) - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Market-Inspired Pop-Ups](https://www.trendhunter.com/trends/la-plaza-johanna-ortiz.md) - [Newly Renovated Fashion Stores](https://www.trendhunter.com/trends/renovated-fashion-store.md) - [Hybrid Gallery Shops](https://www.trendhunter.com/trends/apoc-london.md)