Ahead of his highly anticipated FIFA World Cup halftime performance on Sunday, Justin Bieber took over New York City with two immersive pop-ups for his design-led fashion and consumer technology brand Skylrk.
On Thursday, Skylrk opened a pop-up shop in New York City at 60 Tenth Avenue, running through Sunday. The brand noted lines started forming on Wednesday night and were wrapped around the block throughout the first two opening days. Inside the space, the immersive environment featured sculptural fixtures with interactive shopping vignettes alongside LED screen-filled walls and a large geodesic-inspired dome installation.
Skylrk’s New York City pop-up shop.
Courtesy of Skylrk
The temporary space, powered by Cash App, is the brand’s third physical retail appearance, and first in New York City, following a November event in Tokyo and Bieber’s Skylrk Oasis during Coachella in Indio, Calif., earlier this year. The brand noted the Coachella activation brought in $15 million in sales over the two weekends, taking over another company’s previous record of $1.5 million.
Skylrk’s New York City pop-up shop.
Courtesy of Skylrk
The New York pop-up featured a mix of new and previously sold-out apparel, accessories and shoes priced $40 to $250, including new iterations of viral plaid boxers, which the artist wore during his Grammy’s performance. Additional highlights included cargo jeans, on-trend shield sunglasses, fluorescent beanies, “Juice” portable phone chargers (for $40), sneakers and rubber slides, and exclusive New York City pop-up graphic T-shirts. Guests, many of whom were clad in Bieber merchandise, were also treated to custom Blank Street matcha beverages.
The shop also served as the first location where consumers could engage with Bieber’s recently introduced Skylrk Audio line, with a limited amount of his vibrant, portable Domo speakers available for purchase for $99. The company noted the speakers, available in playful colorways of bright green or cotton candy baby blue and pink, can play 15 hours of music per charge and can link up to additional Domo speakers for “party mode.”
In addition, Skylrk teamed with Target for a one-day retail takeover on Friday at the mass retailer’s SoHo store on Broadway. The Skylrk Audio at Target SoHo event gave guests the opportunity to experience Skylrk Audio, a new expansion of Bieber’s apparel and accessories line, featuring the portable Domo speaker as well as home speakers, headphones and audio accessories.
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