doors., an emerging fashion, art and beauty online and experiential brick-and-mortar retailer is bringing its New York-based pop-up, dubbed “Metaverse, Schmetaverse,” to West Hollywood in Los Angeles, California, where it will remain May 28through June 26.
The pop-up shop will showcase over 50 independent fashion designers and cult niche brands from more than 20 countries and 10 beauty brands selected by Beautyque NYC, which is doors.’beauty partner and a 3D, multi-brand retail virtual storefront in the beauty industry. The highly curated selection of fashion collections includes Paris-based Y/ Project, Seoul-established elevated street-wear brand Juun J , New York Fashion Week favorites Private Policy and Ph5, as well as LA-based fashion talents like Emily Westenberger and Maison Audmi.
The doors. pop-up provides space for independent designers and emerging artists to showcase their work in a prime location, providing exclusive access to unique fashion and art that are not available in any other retail spaces in Los Angeles.
The doors. LA pop-up will host nearly 20 events throughout the duration of one month including a Pride beauty collection launch by celebrity stylistDerek Warburton & Face Stockholm, a collection launch by purpose-first fashion and art collection The Power of Words, “meet-the-designer” events, presentations, a live artmaking session with LA street artist MRSN, a panel discussion on the influence of the metaverse, and beauty and styling events with social media influencers, according to a company release.
To coincide with its latest physical pop-up launch, select brands are channeling doors.’ experimental nature by launching virtual collections and embracing experiments with NFTs.
“Digital fashion and art offer ample possibilities for creative talent and community-building. The metaverse is a compelling extension for physical fashion and art, and a unique way to engage with the younger consumer. It is here to stay, but so is physical retail. One does not exclude the other. Brick-and-mortar activations have immense value for emerging designers and up-and-coming artists to introduce their work to new audiences, build trust and amplify their story,” said Alise Trautmane-Uzuner, founder and CEO of doors, in the release.“In particular, our ability to organize and execute three profitable pop-ups within last 12 months in the midst of COVID demonstrates a continuing public desire to experience physical retail spaces.”
doors. was developed by NY-based architectural design companyMakeMake, executed by Istanbul-based architectural practiceSuperpool, and furnished by LA-based furniture manufacturer Crofthouse. Make Make ensured the company’s pop-up space was designed to avoid environmental waste. More than 300 yards of semi-sheer fabrics, traditionally used for raincoats, has been used in the space to create an “alternate world” sensation for visitors.
After the pop-up, doors. will donate the material to Fashion Squads School, founded by young fashion designer and former Project Runway participant Layana Aguilar, to teach children the craft of sewing in New York. "While nobody knows how the metaverse will ultimately affect our lifestyles, it is already certain that it comes at a significant environmental cost. The excitement for themetaversemust be accompanied by action towards environmentalsustainability,"said Anna Bates.