NYFW isn't the likeliest place for an automotive activation, but editorial giant Hearst challenged expectations with a free, one-day pop-up

New York Fashion Week—a time for immaculate street style, perfectly curated guest lists and, thanks to editorial giant Hearst, hundreds of car-focused magazines.

In celebration of fashion's holy week, Hearst's Autos division popped up with a one-day newsstand in Manhattan's Duarte Square, hoping to capture passing fashionistas as they rushed from one show to another. Passersby lured in by the bright yellow facade were greeted with free automotive magazines, plus Hearst Autos swag, snacks and a few fashion glossies for more discerning guests.

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