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Antler’s Immersive NYC Pop-Up Opens Doors

British premium luggage brand Antler has taken a major step forward in its global renaissance with the opening of its previously flagged residency on Spring Street in New York’s SoHo.

Taking the label into the heart of New York City in what it says is a “unique and immersive experience” is an important move for it following the appointment of a new MD two years ago and 2023’s kick-off of its rebrand.

It’s the brand’s first standalone retail space, “operating as a pilot for future international iterations” as Antler targets physical growth in the UK, Europe and Australia by next year.

It carries the full collection of travel goods as well as featuring modular platforms that can be moved to create an activation space for events and a VIP area for appointments and collection previews.

There are digital walls showcasing content such as campaign videos, travel diaries from brand collaborators, and demonstration videos. In front of the digital walls sits a bespoke commission from US design practice Jumbo NYC, “located as a dwell space for customers”. It’s a “squished foam bench” in Antler’s signature Bond Street Coral colour.