The company, part of Clique Media Group, is absorbing about 1,500 square feet of space previously occupied by Carolina Herrera for what it’s named the #WWW10 Experience in a nod to its 10-year anniversary.
“At our very core, we’re dedicated to bringing experiences to our consumers, and how better to capture 10 years of fashion trends, celebrity and blogger street style, and informative style reports than in a physical Who What Wear time capsule?” said CMG chief executive officer Katherine Power, who cofounded the company with Hillary Kerr. “Also, so much of our content is based around beautiful imagery, so coupling those core concepts in an immersive gallery experience was perfect.”
The space, which does not charge admission, was designed to be similar to a museum with exhibits highlighting popular trends worn by celebrities and influencers among others. Brands on display in the pop-up range from Marc Jacobs Beauty and J Brand Denim to Uggs and Gucci. Most of the product on display, excluding vintage sunglasses loaned from Nicole Richie’s personal collection, can be purchased on Neiman Marcus’ online shop. Ipads will be on hand for customers to shop looks.
Power noted Melrose Place’s foot traffic, influencers often using the street as a back-drop for photo shoots and its “elevated street appeal” as reasons for locating on the street, which is also home to brands such as The Row and Vanessa Seward.
The pop-up is slated to run through Nov. 13 with the company open to the possibility of then moving the concept to other parts of the country.
“We’d certainly be open to it,” Power said. “So many other cities — especially New York, Paris and London — have been a huge part of our core brand that it’d be great to see Who What Wear brought to life in those places as well.”
More from WWD: