Moving from online to a physical store, the clothing brand's experimental pop-up is a haven for kids who want something more from shopping

Vibrant colors and a funhouse atmosphere await visitors at Rockets of Awesome's first-ever brick-and-mortar store. The DTC children's clothing brand has debuted its pop-up store in New York City just in time for back-to-school shopping, and with a marshmallow pit and sticker-filled fitting rooms, this location is practically a playground.

As shoppers enter, a display wall of bomber jackets and backpacks awaits for kids to customize at the personalization bar, which features an assortment of semi-permanent stickers. Immediately next to that is a rainbow swing that also has a camera set up in front of it to capture each child's playtime. Each section of the store is designed the same way, with experiences like these for children to find.

“We wanted this to feel like an immersive brand experience from the moment you arrived,” says Rockets of Awesome founder and CEO Rachel Blumenthal. “At each moment we wanted to create surprise moments where kids can feel like they discovered this on their own.”

FomoFeed

Although the brand is primarily DTC, Blumenthal decided to test out a brick-and-mortar pop-up to give customers a space to interact with the brand on a more personal level, touching and testing products firsthand. As such, the pop-up's layout was also designed with outfits in mind, rather than by type of clothing, making the items easier to pair.

“We wanted to create a place where we don’t have to say no. We don’t have to say ‘don’t jump off of that' or ‘don’t touch that,'” Blumenthal says. “We wanted to create an environment of being your best self and being confident, and really just having fun in this environment.”

The brand reports that the space is a success, and Blumenthal is looking to pursue a permanent retail space in the near future. Along with that, the brand will continue to put on educational and exciting events that cater towards both parents and children.

Pictured: Rachel Blumenthal. JockoGraves/BFA.com

Rockets of Awesome


Lead image: FomoFeed

Vibrant colors and a funhouse atmosphere await visitors at Rockets of Awesome's first-ever brick-and-mortar store. The DTC children's clothing brand has debuted its pop-up store in New York City just in time for back-to-school shopping, and with a marshmallow pit and sticker-filled fitting rooms, this location is practically a playground.

As shoppers enter, a display wall of bomber jackets and backpacks awaits for kids to customize at the personalization bar, which features an assortment of semi-permanent stickers. Immediately next to that is a rainbow swing that also has a camera set up in front of it to capture each child's playtime. Each section of the store is designed the same way, with experiences like these for children to find.