Luxury bag brand Gelareh Mizrahi intended to pop up at a Soho convenience store for a week. It ended up signing a lease for a full year

New York Fashion Week inspires plenty of interesting luxury pop-ups each year, but it takes something special to make a lasting impact. Thanks to a drastic move by Miami-based bag brand Gelareh Mizrahi, one activation might outshine all the rest due to sheer ambition alone. (Well, ambition and a bright yellow storefront.)

The brand originally planned to take over Iconic Magazines in Soho for just a few days, covering the storefront in neon yellow and replacing most of the convenience store's wares with bags and apparel. But thanks to a keen interest in the pop-up from fashion insiders and passersby alike, Mizrahi made the decision to extend a week-long lease by a full year.

Brands taking over storefronts is nothing new, but this kind of pop-up might be the first of its kind, or at least the longest. Inside the space, magazines, bodega staples and luxury items are mixed and merchandised together, providing a technicolor backdrop for Mizrahi's pop culture-inspired luxury wares. Iconic Magazines is still open during the pop-up, selling publications and snacks to visitors.

New York City will serve as a new kind of home base for the brand, which also maintains a flagship in Miami. As Fashion Week comes to a close, Gelareh Mizrahi is hunkering down in its luxury pop-up until next year. It's a big bet, but one that can easily pay off for the still-young brand.

Gelareh Mizrahi

New York Fashion Week inspires plenty of interesting luxury pop-ups each year, but it takes something special to make a lasting impact. Thanks to a drastic move by Miami-based bag brand Gelareh Mizrahi, one activation might outshine all the rest due to sheer ambition alone. (Well, ambition and a bright yellow storefront.)

The brand originally planned to take over Iconic Magazines in Soho for just a few days, covering the storefront in neon yellow and replacing most of the convenience store's wares with bags and apparel. But thanks to a keen interest in the pop-up from fashion insiders and passersby alike, Mizrahi made the decision to extend a week-long lease by a full year.