The pop-up store concept has become so ubiquitous, it’s hardly interesting anymore. Some of these so-called “shops” are mere wall displays inside other stores. What shop worth its salt boasts a total of ten items?
And now L.A. store Apartment 3 — which recently closed its doors after a) moving locations, and b) toying with the concept of hosting brands (like Trovata) one at a time in its retail space — is further muddying the waters.
The boutique is closed, but the company has restarted as a sort of roving pop-up mechanism, hosting events at the Roosevelt and now debuting a pop-up shop on Saturday night (the kick-off party is from 7 p.m. to 11 p.m. at 7464 Santa Monica Blvd.)
The company’s newest “shop” will feature sample-sale priced merch from I Heart Juliet, Jenny Dayco, Smoke & Mirrors and OBEY, among others, along with artwork by Phil Lumbang and David Browne. More confusingly, the launch party is promising an open bar, but there’s a $2 cover at the door.
Call me a cranky old lady, but I miss immovable stores. You know, the ones that don’t roam around like gypsies.
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