Never satisfied with staging a low-key event, Opening Ceremony is using their first fashion week runway show (not to be confused with the Chloë Sevigny for Opening Ceremony shows of past seasons), to splash out.
This story first appeared in the August 26, 2013 issue of WWD. Subscribe Today.
For the week of New York Fashion Week, the brand is staging a pop-up market at the historic Pier 57, aka the SuperPier, on Hudson River Park. Dubbed Opening Ceremony BTW (by the water), the pop-ups will be staged in shipping containers. Vendors, all of whom will be powered by Square, include DKNY Exclusively for Opening Ceremony, Rihanna for River Island, as well as specialty food vendors like Asia Dog, Café Habana, Spur Tree and the Dominique Ansel Bakery. There will also be an Estée Lauder pop-up salon with nail artist Naomi Yasuda. Opening Ceremony BTW will launch Coca-Cola Designer Drinkware products, plus Tenga products with packaging inspired by Opening Ceremony’s spring collection.
In addition to the Opening Ceremony market, SuperPier will have its own enclave of vendors, including North Brooklyn Collective bikes and food from Takumi Tacos, Better Being Underground, Cold Process Coffee, and La Sonrisa Empanadas. The markets will be open Sept. 5 to 12 from 11 a.m. to 7 p.m.
“In light of the way we always tackle events we decided that we wanted to activate [the fashion show] space for the entire week of fashion week,” said Carol Lim, Opening Ceremony’s cofounder. “It’s our version of giving guests the experience not only the day of the show. They can see curated fashion products and food. “We thought, ‘Why not extend it for the entire fashion week?’”
Lim and her partner Humberto Leon put the project together in six weeks. Pier 57 was built in 1952. It’s being redeveloped as a 425,000-square-foot mixed-use space that will include an open-air public market (using the refitted shipping containers), an arts and film space operated by the Tribeca Film Festival and a 90,000-square-foot contemporary art space. The firm Young Woo & Associates is spearheading the project. “They want it to be programmed in a way where it’s going to reflect what they’re doing in the future, which is a cultural destination where you can come and shop and hang out,” said Lim. “When we talked to them about doing a pop-up and bringing in food, they were really excited. They were like, “You can have carte blanche.”