Luggage Startup Offers Customers Airport-Inspired Pop-Up Shop
Luxury luggage label Away created an ephemeral shopping destination offering customized product options for customers
DTC luggage brand Away opened an airport-themed pop-up store in New York City on Friday, July 27. The shop, Terminal A, aligns with the brand’s ethos: to create seamless travel experiences for its consumers.
To enter the space, shoppers pass a ticket desk and through the security checkpoint—without traditional travel pain points, such as taking off one’s shoes. Once a guest clears security, he or she is free to explore and shop throughout Terminal A. On-site, Away stocks its full product range, including its signature carry-ons and personal items.
In addition to its airline terminal set-up, consumers are offered customization services such as hand-painted monograms, exclusive Pintrill pins and embroidery to tailor their suitcases to fit their personal aesthetic taste preferences. Away’s co-founder, Jen Rubio says of the shop, “Short-term concepts give us the space to be bold and creative and to test our hypotheses so we can iterate for the future based on the data, not just our intuition.”
These tightly-curated and ephemeral experiences enable consumers to see the brand’s core values—sophisticated, effortless travel—come to life. The pop-up now is open through August 5, in an effort not to put the concept shop in competition with the luggage maker’s New York City-based permanent retail location. Terminal A is open for 10 days from 12pm to 8pm and is located at 107 Grand street in Manhattan’s SoHo neighborhood.
Lead image: Away via Twitter
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