Saudi fashionistas can experience a touch of New York City thanks to the first-ever Tory Burch pop-up in the Kingdom. The roaming pop-up featuring the namesake label’s autumn/winter 2021-22 collection comes with a unique digital experience, including access to exclusive products and an engaging game. The installation will be delighting shoppers at the capital’s Riyadh Park Mall until October 27 and will then travel to the Red Sea Mall in Jeddah for fashion enthusiasts to enjoy from November 3-17.
New York City, the fashion capital where Burch founded her American luxury brand and calls home, is affectionately known as the Big Apple. And fittingly, the space is distinguished by immense rattan-and-white-oak apples that nod to the city, the inspiration behind this season’s collection.
The trees serve as charming displays for a beautiful assortment of products across ready-to-wear, handbags, footwear and jewellery, including the iconic ”Lee Radziwill Double Bag” and the new “Good Luck Trainer.” The bestselling “T Monogram” collection, an exciting new addition to the Tory Burch collection, is also available for fans who can find shoes and handbags in classic navy and hazelnut, which is new this season.
Customers get to shop the collection on iPads available throughout the space so they can connect to the brand’s e-commerce site, toryburch.sa. A landing page dedicated to the pop-up welcomes visitors with information, including a timeline of Tory Burch’s presence in the Middle East.
There’s also an engaging digital game called T Monogram Catch, which allows players to customise and select their preferred handbag silhouette and colourway as colourful T Monogram medallions drift down the screen. Visitors can also choose to shop the usual way in the Tory Burch boutiques in the same malls the pop-up is being hosted.