Wednesday, 7 September 2011

NYFW: Style In A Vending Machine

The Morgans Hotel Group has collaborated with emerging US fashion designers from the CFDA to curate 'Semi-Automatic', an innovative pop-up vending machine at The Hudson Hotel as part of New York Fashion Week. The machine will be stocked with a selection of products and must-have necessities from some of the hottest new designers stateside, including Alice RitterGemma ReduxGrey Ant, and Jolibe. Items available will include a diamond and wood strand bracelet by Ruby Kobo, a python clutch in dirty gold from SANG A, hand-made wool ties from Public School, and a rabbit fur jacket by Jolibe.

I think it's a genius concept (which began in Japan, of course!) and in the UK, the Saint Martin’s Lane Hotel caught on to the trend in 2010 by introducing a vending machine curated by stylist Katie Grand called the 'LOVE' machine, as part of London Fashion WeekHarvey Nichols also collaborated with Zandra Rhodes to launch the 'Teknovation' machine, containing the designer's diffusion range Z by Zandra Rhodes featuring leggings, dresses and tees.

Although this is only a one-off for NYFW, there is definitely scope for the idea to be developed and rolled out as a clever marketing tool across more establishments that fashion's glitterati frequent; as well as major US and European retailers, particularly for quirky in-store launches. I could also see this concept working as a pop-up in directional UK stores like DieselThe Shop at Bluebird and Topshop, as well as for other fashion-based events like FNO (Fashion's Night Out). It's a futuristic vision of how dynamic high street shopping could become - and I'm surprised that more designers and PR's haven't employed the innovative idea in their campaigns already.


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