The American fashion house plans to keep things fresh – for the next 10 months, at least
It isn’t a baseless claim to brand Star Street and its neighbourhood in Wan Chai a sleeper district for the hip and fashionable. It is surrounded by decade-old buildings and international restaurants, but existing in parallel are Kapok, Monocle, and Club Monaco’s pop-up men’s store that opened just months ago. Now new to the scene is 3.1 Phillip Lim’s latest pop-up store. And its concept is refreshingly new to Hong Kong and Asia.
The two-storey pop-up store created by New York-based stage designer Jonathan Best has, by installing louvered walls inside the space, allowed for maximum flexibility with the store façade. Every two months for the next 10 months, a new collection of 3.1 Phillip Lim will arrive to replace the previous one, and the panels will also be renewed with a new theme as the season changes. The innovative set up is, we reckon, in line with the brand’s cool and chic design.
Each month the site will even invite fashion insiders to share their views and unveil their own interpretations of Phillip Lim’s collection.
With the current resort-like theme complementing 3.1 Phillip Lim’s pre-spring collection, Beck has opted for a heavy use of light hues and floral patterns. Unlike its permanent store in Tsim Sha Tsui, the pop-up outlet will also house a menswear line, which will take over the store in February 2013 when the space transforms into a store dedicated to gents.
3.1 Phillip Lim Pop-up Store
Location: G/F - M/F, 21 Wing Fung Street, Wan Chai