The American lifestyle brand, Tory Burch, is uniquely celebrating Spring this year with a traveling pop-up shop. The pop-up features an assortment of products from the Spring 17 Tory Burch collection—ready-to-wear, shoes, handbags, jewelry and accessories—in the same graphic floral and palette featured on the trailer. Till end of April, the glamorous trailer covered in a graphic pink and green will travel across Dubai and Abu Dhabi for a series of shopping events at various locations, including City Walk and Dubai Mall.
Guests are to approach the shop through a pergola entwined with pink flowers and vines and enter a refined setting that is in keeping with the pop-up’s garden-party theme. They are invited to relax on elegant outdoor furniture and enjoy a refreshing glass of lemonade under a canopy of oversized umbrellas in the signature floral print. The floral—a garden party in a print—nods to vintage hostess style and evokes the prep spirit of the East Coast in the Sixties, tying back to the season’s East Coast-meets-West Coast inspiration. The glamorous trailer subtly references the idea of a chic cross-country road trip.
Tory Burch first entered the UAE market in 2011 with a boutique at the Dubai Mall followed by The Galleria in Abu Dhabi; the brand launched stores at City Walk II and Mall of the Emirates last year.