NEW YORK — Seven For All Mankind and LaRok have teamed up for “change” this holiday season.
The two brands, which share Los Angeles-based Koral Inc. as a shareholder, have opened a 4,000-square-foot pop-up store at 62 Greene Street here. The store, which launched today and will close on Dec. 10, offers LaRok contemporary sportswear as well as Seven For All Mankind jeans for women, men and children.
The store’s theme, “Change,” offers up the dressing rooms as the focus of the shopping environment. There are two large changing rooms, which interact with the customer using specially designed video installations that are displayed on the walls. In one, the seasons change with each client. The wall displays 3-D snowflakes that move as he or she moves in the room. Each time a person leaves the room, the video changes to create a new environment.
“The changing room is really the most important part of a store since that is when the customer comes in contact with the product for the first time,” explained Stephan Valter, chief executive officer of Mass, a design agency that specializes in the use of technology in its designs. “These rooms allow the customer a completely different experience than what they are used to and really invite them to change their clothes or even maybe their identity.”
The two biggest changing rooms are joined by a large “magic mirror” that lights up as the customer moves in front of it. Also, for those looking for a traditional dressing room experience, there are two regular rooms on hand.
As far as product is concerned, LaRok has created a few special pieces that will be found only in this temporary store, such as a sequin striped tunic, retailing for $268.
“We really wanted to focus on some great tops to go with the denim,” said Crystal Slattery, vice president of merchandising for LaRok. “The two lines work very well together in this environment.”
The store is a test for the company, and while there are currently no LaRok store openings planned, Seven For All Mankind intends to open five units in 2007. Although executives are still working out the details of those openings, one store will be in Los Angeles and the other will be here.
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Koral owns 50 percent of Seven For All Mankind, while Bear Stearns owns the remainder. Jane Siskin is a founding partner in LaRok, along with Peter Koral.