Bugaboo's stroller line and Boxer system.


Dutch mobility firm Bugaboo has opened a pop-up shop in Manhattan.

The pop-up at 224 Mulberry Street in SoHo will remain open until Nov. 20. The shop’s purpose is to introduce the company’s newly launched luggage system, the Bugaboo Boxer, to the U.S. market. What’s unusual about the shop is its design in walking through the packing stage at home through the staged airport security entrance and on to the aisle of an airplane. That’s meant to give shoppers an idea of the thinking behind the creation of the system, as well as how the parts can be mixed and matched to need.

The system’s main component is the chassis to which the Bugaboo Boxer attaches for longer trips. Other components such as a laptop bag and an in-flight cabin case can piggyback onto the Boxer when needed, and swapped out when not required. The store also shows the firm’s signature stroller line.

Max Barenbrug, the firm’s cofounder and chief designer officer, said the company wanted to bring the Bugaboo experience to the U.S. market in an engaging way. “Through the Bugaboo pop-up store, our goal is to create a unique way for consumers to experience the Bugaboo Boxer so they can understand how much easier traveling can and should be.”

The pop-up site is about 3,250 square feet, and features gray oak colors and life-sized product imagery on the walls shot by German photographer Ramon Haindl.

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