# Mobile Celebrity-Branded Pop-Ups Rihanna's Fenty University Mobile Pop-Up Made Two Stops in NYC By Ell Smith | Published 2017-10-10 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/fenty-university References: [hypebae](https://hypebae.com/2017/10/rihanna-fenty-puma-university-mobile-pop-up) & [au.puma](https://au.puma.com/explore/puma-x-fenty.html) Rihanna is taking her Fenty X Puma line on the road, with the unveiling of a [Fenty University](https://www.trendhunter.com/trends/smurfs-collection) mobile pop-up, which is making multiple stops across New York City. Painted vibrant hues of green and blue, this school bus is offering consumers a shopping experience that's both unique and immersive. In partnership with the retail brand six:02, this checkered bus features an interior that's filled with items from the pop star's upcoming collection, including a satin-hooded track suit, body suits and the songstress' popular ankle creepers, which are available in two colorways. The bus serves as an embodiment of Rihanna's branding, which roots its philosophy in inclusivity, accessibility and excitement. The emergence of the Fenty University mobile pop-up coincided with the line's official release date. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 91% | Activity: 81% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Fashion](https://www.trendhunter.com/celebfashion) ## Key Themes ### What's Driving This Trend - **Mobile Celebrity-branded Pop-ups:** Celebrity-branded mobile pop-ups can create unique and immersive shopping experiences for consumers. - **Inclusive Branding:** Brands can adopt inclusivity as a core value to create a loyal customer base. - **Partnerships with Retail Brands:** Collaborating with established retail brands can provide a wider reach and credibility for pop-up shops. ### Who This Affects Most - **Fashion and Apparel:** Brands in the fashion industry can leverage mobile pop-ups to create unique experiences for their consumers. - **Retail:** Retail brands can partner with celebrities to create unique and immersive shopping experiences for their customers. - **Tourism and Hospitality:** Mobile pop-ups can also be used in the tourism and hospitality industry to provide unique shopping experiences for travelers. ## Related on Trend Hunter - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Film-Centric Fashion Capsules](https://www.trendhunter.com/trends/smurfs-collection.md) - [Carnival Mobile Truck Pop-Ups](https://www.trendhunter.com/trends/truck-at-the-cne.md) - [College-Inspired Haircare Pop-Ups](https://www.trendhunter.com/trends/interactive-pink-truck.md) - [Exclusive Blush Pop-Ups](https://www.trendhunter.com/trends/pocket-blush-pop-up.md) - [Mobile Truck Gloss Pop-Ups](https://www.trendhunter.com/trends/balm-dotworld-mobile-truck.md) - [Collaboration Retailer Bus Tours](https://www.trendhunter.com/trends/shein-x-klarna-in-pink-we-trust.md) - [K-POP Group Retail Pop-Ups](https://www.trendhunter.com/trends/blackpink-popup-store.md) - [Gamified Back-to-Campus Campaigns](https://www.trendhunter.com/trends/uo-haul.md)