Aritzia is popping up in New York that formerly housed one of the city’s most famed grocery stores.
The Canadian apparel retailer is opening Super World, a pop-up dedicated to its signature Super Puff puffer jacket, on Nov. 6, at 560 Broadway in downtown Manhattan. The space was formerly home to Dean & DeLuca. The opening of Super World kicks off Aritzia’s commitment to the space, which it took over earlier this year.
A second Super World pop-up will open in December, in Los Angeles, in the landmark building on Melrose Avenue that formerly housed Fred Segal.
Designed by the Aritzia team and in partnership with LA-based, Canadian designer Willo Perron,Willo Perron, the pop-ups immerse customers in all things Super Puff. The designs pay homage to both of the coveted addresses. Certain elements will be left original, including Dean & DeLuca's fully restored and polished vintage marble floors.
"Our world-class design team conceives unique, bespoke iterations for every boutique, capturing imaginations through rich, immersive, human experiences — something we believe people crave now more than ever," said Aritzia CEO and founder Brian Hill. "This extraordinary partnership of our best design team along with Willo's creative vision is like nothing we've ever done," said Hill.
Both boutiques feature Super World-exclusive serpentine-shaped inflatables and custom furniture to offer a clean, minimalist aesthetic. Nearly 700-sq.-ft. of 4G video will play virtual host to the Climate Lab, detailing the innovative materials and technical construction of the Super Puff jacket. A wintry-wonderland diorama provides a picturesque scene so you can take your puffer on an in-store adventure.
"Super World is playful and whimsical while simultaneously a polished and elegant space," said Willo Perron of his design approach. "The super-sized inflatable, an obvious nod to The Super Puff and its signature super plush comfort, is fun and a bit boisterous…makes you want to just jump into a big puffer jacket.”
Aritzia has nearly 100 locations in select cities across North America, including Vancouver, Toronto, Montreal, New York, Los Angeles, San Francisco and Chicago.