Sustainable loungewear brand nuhü division is set to open its pop-up retail concept on Friday, December 3rd in the S0Ho shopping district in New York City & VERY New York public relations is thrilled to share that WWD broke the story today! The store is the brainchild of the team @ nuhü with some serious design & conceptual help of two Spanish sustainable design companies – Cartonlab & Studio Animal. The two companies partnered with the Creative Director of nuhü, Minjoon Kim to conceptualize the store in a manner that was 100% true to the sustainability ethos of the brand as well as using ZERO plastic, another nuhü corporate mandate.
The results? Well they speak for themselves & WWD Executive Editor Tara Donaldson did a fantastic job telling the story.
“In the midst of a pandemic, somehow every time I walk in New York the street, everything is closed [there was] a lot of black and gray,” Nuhü Division creative director Minjoon Kim told WWD. “For me, it is the most beautiful city, there are so many colors but somehow I feel like all the colors have disappeared. That’s why [we thought] hey, why don’t we bring color? ”
The store is constructed 100% of fully recyclable cardboard from floor to ceiling, even down to the store fixtures & mannequins.
It’s not only a story of innovative, sustainable construction, but also one of visual stimuli as the brand’s colorful DNA is embraced to the core. It’s really a store that must be experienced to be believed.
Starting Friday, December 3rd, you can experience the nuhü division brand concept in an immersive way at 426 West Broadway for the next year. Not in the New York area? Worry not… www.nuhudivision.com