Australian fashion label Lulumae will open a temporary boutique made of recycled cardboard in Melbourne December 1.
The environmentally friendly pop-up store will join Australian favorites, beauty brand Napoleon Perdis and clothes labels Tigerlily and Peter Alexander, as well as international chains including Benetton and Esprit at the Melbourne Central mall.
Lulumae's istallation, created by the Australian Breathe Architects, can be fully assembled (and folded away) in one day and will be open for two months. Pictures on the cardboard pay tribute to the shops in Sydney Road Brunswick, home of the label's first store.
Pop-up stores have been a popular 'guerilla marketing' among small labels due to their low cost but recently, luxury labels including Chanel and Louis Vuitton (together with the more avant-garde Comme des Garçons) have made use of the strategy to widen their reach among customers.Reuse content