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.