# Couture Dry Cleaner Activations The Vetements 'Dry Cleaning' Popup Displays Dirty Clothing as Art By Jana Pijak | Published 2017-05-29 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/vetements-dry-cleaning References: [highsnobiety](http://www.highsnobiety.com/2017/02/10/vetements-dry-cleaning-pop-up-store/) & [vetementswebsite](http://vetementswebsite.com/) 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](https://www.trendhunter.com/trends/diy-experience). 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](https://www.trendhunter.com/trends/oncampus-laundry), 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](https://www.trendhunter.com/trends/lacoste-cf-pacific-centre) transformed a would-be laundromat into a shop that was both experiential and uniquely branded. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 75% | Activity: 44% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Experiential Retail:** Opportunity for brands to create immersive and unique retail spaces that engage customers on a deeper level. - **Collaboration with Local Retailers:** Partnerships with local retailers offer brands the chance to tap into their customer base and generate excitement around limited edition products. - **Artistic Brand Activations:** Using art installations as a way to showcase products and create visually striking experiences for customers. ### Where This Applies - **Fashion Retail:** Fashion brands can explore creating innovative retail spaces that blend traditional shopping with immersive experiences. - **Streetwear:** Streetwear brands can collaborate with local retailers to launch exclusive collections and generate buzz among their target audience. - **Art and Design:** Artists and designers can find opportunities to collaborate with brands to create visually stunning installations that promote their products. ## Related on Trend Hunter - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md) - [Authentication Awareness Pop-Ups](https://www.trendhunter.com/trends/the-realreal-popup.md) - [Experiential Luggage Events](https://www.trendhunter.com/trends/beis-bloomingdales-takeover.md) - [90's Archival Footwear Pop-Ups](https://www.trendhunter.com/trends/buzz-bus.md) - [Disruptive Fashion Art Galleries](https://www.trendhunter.com/trends/dirty-looks.md) - [Pop-Up Luggage Retail Activations](https://www.trendhunter.com/trends/antler-retail-popup.md) - [Interactive Soccer-Themed Brand Activations](https://www.trendhunter.com/trends/henkel-house.md) - [Temporary Luxury Brand Installations](https://www.trendhunter.com/trends/luxury-brand-installation.md) - [Clothing Care Hotlines](https://www.trendhunter.com/trends/wardrobe-refresh-hotline.md)