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Luxury label Oscar de la Renta unleashes ‘pop up’ in Boston (US)

Oscar de la Renta
Oscar de la Renta

The concept of temporarily setting up a physical space to showcase an offering in an attempt to attract and gain new customers has seen an immense success in the recent past.

An umpteen number of brands have combined creative talent and money to create immersive experiences, to entice shoppers and the latest to join the bandwagon is luxury label Oscar de la Renta.

Founded in 1965 and headquartered in New York, the brand offers luxury ready-to-wear, bridal, accessories, children’s, home and beauty collections. In an attempt to gain visibility and more popularity among the millennials and younger generations, the label has inaugurated its first ever pop-up store in Boston.

The pop-up boutique will house the brand’s ready-to-wear, bridal and children’s collections from its current season offering. The pop-up will be operational for a period of two months and will also enable customers to place pre-orders for the brand’s upcoming season’s collections.

Set up on Newbury Street, the pop-up is spread over a space of 1,600-square-foot that offers ready-to-wear clothing, children’s apparel, shoes, handbags and jewellery from the brand’s Spring Summer 2018 and Resort 2018 collections. Additionally, the pop-up also offers bridal consulting services on appointment.

Oscar de la Renta’s CEO Alex Bolen explained why they chose the Newbury Street as their location of choice by emphasising on the fact that it is a buzzing shopping destination for both tourists and locals.

“With long-standing wholesale business in Back Bay and Chestnut Hill, it makes tremendous sense for us to open our own shop on Newbury Street,” he stated in a press release.

The latest Oscar de la Renta pop-up shop will remain open through the end of June 2018.