Footwear brand Sorel has collaborated with MG2 and The Lionesque Group on a Brooklyn-based pop-up to celebrate the 50th anniversary of its. The anniversary celebration coincides with the release of a celebrity design collaboration with musician and actress Chloe Bailey.
The 950-square-foot store, open through Oct. 22, 2023, is engulfed in 25 gallons of Optimized Orange paint, 650 feet of printed vinyl and custom display fixtures and lighting. The pop-up design also touts a 5’ x 10’ foot polar bear painted on the store’s signature orange exterior.
Interior walls feature a collage of vintage ads and new campaign imagery to celebrate the breadth of the brand’s heritage. At the entry, customers can play with an augmented reality “Magic Mirror” that features branded filters, allowing them to interact with the brand story in a unique and engaging way. Customers also can customize their purchases at the curated charm bar.
The orange saturation throughout the interior gives a bright vibrancy to the space, especially in the context of Brooklyn city streets. Interior surfaces, which include hard metals and soft shearlings, provide a strong juxtaposition while also nodding to the diverse textural landscape of New York City.