Doors. opens a one month NYFW popup


Doors., the innovative fashion, art and beauty online and experiential retail platform, which launched during the pandemic in 2021, opened its third experiential pop-up “Metaverse, Schmetaverse” in SoHo, New York.

The month-long NYFW pop-up at 27 Greene Street features 50 fashion and accessories designers, 10 up-and-coming artists and 10 beauty brands from Beautyque NYC, the beauty industry’s first 3D multi-brand virtual storefront.

Doors. launched its membership-based e-commerce, PR showroom and experiential pop-up platform to offer independent fashion designers, cult brands and emerging artists the opportunity to showcase and sell their work in the United States.

Picture: Doors.

The NYFW pop-up features both digital and AI artists as well as creatives working with traditional techniques, fashion designers who use 3D printing, and designers supporting local artisans and employing age-old traditions such as crochet , embroidery and hand knitting in their collections. This includes New York Fashion Week designers such as Private Policy, emerging designers Emma Altman, PH5 and Dawang, as well as international brands such as Y/ Project, Juun J, Litkovskaya, WOS (Walk of Shame) and talents emerging over 20 years. countries, including Hong Kong vegan leather brand Noiranca and Colombian conceptual knitwear brand Papel.

Alise Trautmane-Uzuner, Founder of The Doors., said in a statement, “Digital fashion and art offer many opportunities 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 young consumer. It’s here to stay, but so is brick-and-mortar retail. One does not exclude the other. Physical activations have immense value for up-and-coming designers and artists to showcase their work to new audiences, build trust, and amplify their story. »

Picture: Doors.

The pop-up will also host a calendar of events, including meetings with designers, presentations of collections and round tables as part of the monthly Doors. academy series. There will also be beauty and style branding events with social media influencers and The Doors. Partner Beautyque NYC will offer visitors the use of Oculus to experience beauty brands in a virtual space.

Picture: Doors.

The design of the doors. pop-up was developed by New York-based architectural design firm Make Make to avoid environmental waste and features over 300 yards of semi-sheer fabric, traditionally used for raincoats to create an ‘alternate world’ feel for visitors.

After the pop-up, Doors. will donate the materials to Fashion Squads School, founded by young fashion designer and former Project Runway participant Layana Aguilar, to teach children the art of sewing in New York City.

Picture: Doors.
Picture: Doors.
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