Images: New ABCDior Pop-Up in SoHo, NYC

One of the things we’d come to regularly rely on to keep us from feeling the here-and-there urban humdrums was the occasional groovy pop-up shop, which often came complete with a fun little opening bash, and was usually a marvel of design, fitting an entire shopping experience into a few hundred square feet.

Of course, very little at all has been popping up since last March – quite the opposite, actually. So we’re particularly excited for the tiny but very cool new Dior pop-up shop in SoHo, NYC, which debuted this past Friday, March 26. Located along a good-looking stretch of Greene Street (between Prince and Spring), the space previously housed the temporary Dior Chez Moi shop, and later the Dior Ski capsule pop-up – so yes, the French fashion house has been keeping things as fab as possible even during this long global pandemic.

This time the concept is part of quite the well-received ABCDior project, which was first launched in those halcyon, pre-Covid days of early 2019. The program is built around the possibilities of customization, allowing Dior devotees to playfully but elegantly personalize their most treasured accessories purchases. House faves including Lady Dior, Book Tote, and Dior J’Adior heels are smartly displayed, alongside lettered boxes that look a bit like children’s play blocks. A touch screen kiosk at the center projects on to a large screen, allowing one to scan personalization options.

The idea, really, is for every visit to be more fun than anyone has been able to have whilst out shopping in a very long time. The pop-shop is also a very stylish reminder of how, when we’ve been experiencing particularly difficult times, fashion often steps up to save the day.

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