MELLON CHECKS IN AT THE W: As an art collector in her own right and a familiar face at Art Basel, Tamara Mellon has unveiled a pop-up shop for her resort signature collection at The W Hotel South Beach.
Keen to introduce her brand to Miami’s burgeoning retail scene, Mellon also liked the idea of capitalizing on the international clientele that will be out in force this week.
Through December 7, shoppers will find powder blue chiffon blouses, cream-colored stretch denim pants, laser-cut gladiator sandals and suede wedges among other key items in the 750-square-foot temporary space in the lobby of the Collins Avenue Hotel. Mellon will host appointments with Christina Getty during the fair. Art Basel-bound New Yorkers who fly to Miami via the on-demand aviation app Blade will get a glimpse of Mellon’s designs, which are worn by female flight attendants.
The designer has had a spree of pop-up shops in recent months, starting with a summertime one in Southampton. Looking to attract Black Friday and other shoppers over the extended Thanksgiving weekend, there was another one in the Scottsdale Quarter in Scottsdale, Ariz. There are plans for additional ones in Aspen and St. Barths.