Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

The Vetements 'Dry Cleaning' Popup Displays Dirty Clothing as Art

 - May 29, 2017
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.