In the run-up to Christmas, pop-ups are increasingly appearing and transforming commercial spaces into small shopping paradises. Brands use the opportunity to test consumer behavior or campaigns, arouse curiosity and benefit from the Christmas shopping spree, especially in the winter months. Whether gift ideas, fashionable equipment for the holidays or limited collections: ranges promise what your heart desires – but usually only for a short time.
FashionUnited has highlighted the high season of pop-ups and put together a selection of temporary shops in German-speaking and international countries that offer the opportunity to buy last-minute gifts, invest your Christmas money, or surprise with creative concepts.
Dior – Kitzbühel
In addition to his appearance in the luxury department store Saks on New York’s Fifth Avenue, Dior also makes an appearance in the Austrian Alps for a festive mood. The French luxury brand’s pop-up, which includes down jackets, après-ski boots, winter knitwear, warm skirts and bags, will illuminate the dark evenings in the Tyrol ski resort of Kitzbühel. Golden butterflies, which were already seen in the Dior Cruise 2024 collection, adorn the facade of the store, whose windows feature the ‘Dior Book Tote’ and ‘Miss Dior’ bag models. Inside, wood and stone elements are reminiscent of the proximity to the mountains, the light walls of the snow.
Buddha to Buddha – Berlin
The Dutch jewelry brand Buddha to Buddha owes its name to a trip to Southeast Asia by its founder, Batul Loomans. According to Loomans, the links of a bracelet should represent a connection ‘between two beings’, which is how the first piece of jewelry was born. Now the brand has one Detour to Germany undertaken to present its collections in the Berlin store of the luxury fashion retailer Apropos on Kurfürstendamm. The store’s interior is decorated in shiny materials and reflects the brand’s identity: necklaces, rings, bracelets and earrings made of silver and gold made in Asia can be personalized at the pop-up and purchased until December 19th.
Jacquemus-Courchevel
Jacquemus invites you to one fashionable break on the slopes and ensures a winter flair in a class of its own. The fashion house, whose origins designer Simon Jacquemus found in Provence, is known for its picturesque catwalk backdrops and pop-up concepts. After opening a Riviera-inspired temporary store in St. Tropez, the brand remains true to its roots in winter: it’s based in the ski station of the French winter sports resort of Courcheve. There Jacquemus presents the holiday collection ‘Guirlande’. To underline the winter fun, the brand had an ice skating rink built in the Les Airelles hotel complex. The pop-up can be visited until the end of March.
Pyer Moss – New York
For a Shopping experience where you have to hurry, Pyer Moss wants to celebrate its tenth anniversary: The US label is inviting customers to ‘loot’ its pop-up in New York City on December 21st and 22nd. The event finds inspiration in the slow collapse of the luxury fashion industry, the increasing trade in counterfeit luxury goods and the ongoing unrest in America, according to the brand. During a one- or five-minute time slot, costing $100 (approximately €93) or $300 (approximately €278), items from the brand must be captured and worn. This will include unpublished parts of the brand, accessories and prototypes. The time and location of the spectacle are secret and will only be communicated to those who purchase the time slots.
Loro Piana – Zermatt
Loro Piana cites the ‘Gere’ of Mongolia as the inspiration for the pop-up: the oval-built huts serve as mobile housing for the Mongolian nomadic people. There the Italian fashion house gets his cashmere there, the temporary sales area in Zermatt, Switzerland, is modeled after them. A neutral color palette is intended to exude calm and give space to the collections’ processed materials, including shearling and ‘cashfur’, a cashmere fabric to which silk is added. In addition to a ski capsule, visitors can also explore an outdoor lounge – equipped with blankets from the Home line. The store can be found in the center of Zermatt until March 15th.
Ami – Paris
The French fashion house Ami has both a pop-up and an ice skating rink. In the historic ‘Cour d’Honneur’, courtyard of the Palais Royal in the first arrondissement of Paris, you can skate to your heart’s content until December 31st. In keeping with the brand’s current holiday collection, the ice skating rink is designed with mirrored chrome elements. The Ami Café next door takes care of your physical well-being. The store opposite, on Rue de Valois, stocks the brand’s Christmas collection for men and women, as well as a selection of unisex items including accessories, bags and small leather goods.
Drykorn – Zurich
The German clothing supplier Drykorn is breaking new ground with its first temporary sales space outside Germany. Thanks to long-term partnerships, the brand has a very good fan base in Switzerland, says Sebastian Ross, Head of Sales International at Drykorn. In Zurich’s ‘Kreis 5’, which is also known as the industrial district and therefore has ideal parallels to the brand’s concept, women’s collections and, in the future, men’s fashion can be discovered for an indefinite period of time. Inside the store, rustic stone elements and neutral colors are used, in keeping with the current collections.
