The upcoming edition of Project New York show, taking place in New York on July 18th and 19th, will host its first retail concept pop-up curated by Maurizio Donadi.
Titled “Art, Artists, and Artisans: Project NY Retail Concept Store”, the new retail space will fuse art, culture, and commerc for two days only, for the duration of the show.
Informa Markets Fashion (IMF), premier fashion trade event organiser behind, among others, Project, Magic, Coterie, and Sourcing at Magic, have announced the launch of a unique retail concept store for the upcoming edition of Project New York taking place at 14 West 24th Street New York, next to Iron 23.
“This year’s edition of Project New York is intentionally designed to be a true reflection of the times, featuring a highly curated collection of men’s contemporary and gender-fluid brands and, for the first time at Project, bringing the consumer into the fold,” said Edwina Kulego, VP of International & Men’s, IMF.
“We could not be more excited to introduce a unique retail concept that allows consumers an exclusive opportunity to take home a piece of history, including hand selected, one-of-a-kind items from the archive of Maurizio Donadi. Along with them, a series of exclusive drops from artists, brands, and disruptors from across the globe in traditional and new mediums will be available and will provide consumers a dedicated space to discover up-and-coming brands and shop the available collections,” added Kulego.
The retail concept store will open its doors to the public adjacent to a trade environment and be part point of discovery to shop leading menswear brands, and part fashion inspiration-meets art inspiration. The store is curated by Donadi and will sell one-of-a-kind, “made in Japan” vintage denim from his archive at Transnomadica, including fade-from-raw, selvedge and made-in-Japan denim, while presenting reinterpreted sustainable denim.
In addition to the Donadi archive, the retail space will include about ten hand-selected brands that feature exclusive drops for the pop-up, artisanal, and up-cycled and responsibly made apparel, accessories, and footwear from around the world only available during the two days of operation within the show.
Donadi said: “I am proud of this partnership with the show. As a team, they’re committed to redefining the trade experience and our collaboration involves a series of initiatives meant to spark dialogue intersecting creativity and responsible practices. As retail has always been important to me, the opportunity to build this two-day pop-up is both an adventure and an energizing creative prompt.”
“Authenticity is key to delivering a space that genuinely illuminates the societal trends shaping the creative direction of the contemporary men’s and gender-fluid categories, and we could not think of a more perfect person to bring the retail store to life than Maurizio Donadi, our new curator and latest addition to the IMF family,” continued Kulego.
“Maurizio is widely recognized for his experience and inherent ability to curate collections that elevate individuality. He is responsible for launching the retail store at Project New York, delivering on our ongoing mission of being an industry connector. In this case, we’re providing a platform for brands to connect with retailers and consumers,” she added.