Rachel Zoe on Saturday will showcase her collection at Roosevelt Field Mall in Garden City, N.Y., during a block party event scheduled to take place in the Neiman Marcus wing from 1 to 5 p.m. Zoe’s vehicle will be a small format, technology-enabled portable showroom-cum-store created by By Reveal. The pop-up will operate from 10 a.m. to 5 p.m. The designer, stylist, editor and television personality will participate in the Q&A session at 2 p.m.
Zachary Beloff, director of business development leasing for Simon, which operates Roosevelt Field, said the center wanted to celebrate the wing with retailers such as Baldinini, Hackett, Suitsupply, Jonathan Adler, Kate Spade, Tory Burch and MCM. Neiman’s was unveiled in February. Saturday’s event will feature a beauty bar, whisky tasting and cigar rolling.
“Rachel was looking for experiences for customers to interact with her products,” Beloff said. “She was looking for a way to power a one day pop-up. By Reveal will allow customers to shop her collection on-site and experience the brand in person.”
The 6-foot by 6-foot By Reveal pop-up is equipped with two dressing rooms with smart mirrors and a photo booth. RFID technology tracks customer response and delivers insights. Other brands that have used By Reveal include Ringly.com, Ministry.com and Onomie.com.
“This is the first women’s fashion brand that’s used By Revel,” Beloff said. “It’s going to be very productive on a per square foot basis. It’s an experiment. We’re trying to provide an opportunity for brands that works for them.”
The By Reveal pop-up structure will remain at Roosevelt Field and showcase a mix of rotating brands. “We’ll be able to power pop-ups in a short amount of time,” Beloff said. “The customer wants to be exposed to different brands. It’s a really powerful tool.”