I.Am.Gia Debuts 'Gia & Friends' Los Angeles Pop-Up Experience

I.Am.Gia introduces a pop-up experience in Los Angeles beginning Friday and concluding on Sunday called “Gia & Friends,” featuring a bevy of Y2K aesthetic inspiration and signature style motifs synonymous with the Australian brand.

“The entire activation centered on Gia and her four friends: Cherry, Riot, Vixen and Angel. Each has a distinct identity and aesthetic, inspired by the playful, expressive spirit of 2000s nostalgia, where fashion and identity were completely intertwined,” Alana Pallister, found and chief executive officer of I.Am.Gia, said in an exclusive statement to WWD.

The “Gia & Friends” pop-up will transform Los Angeles’s Terminal 27 into an engaging experience designed as Gia’s dollhouse, featuring three interactive rooms where each space represents a different side of the brand’s universe.

“What we created at Terminal 27 is less of a traditional retail pop-up and more of a fully immersive, interactive dollhouse experience, with multiple rooms that each represent a different side of Gia’s world, from the latest collection to our cult-favorite Blare sets and the launch of our new pet category,” Pallister said.

The first room is dedicated to Gia, showcasing the brand’s latest collection in full. The second room of the immersive dollhouse experience is the Blare Room, which features the return of the brand’s Blare set in new colorways. The final room, the Chill Room, showcases the new pet category in a lounge-inspired setting.

“Every detail was designed to make our customer feel like she’s not just shopping the brand, but truly stepping into Gia’s world and becoming part of it herself. It was incredibly important to me that we create something tangible and experiential for our community, especially as a brand that primarily lives online,” said Pallister.

Throughout Terminal 27’s pop-up, life-sized versions of the characters that inspired each room will feature alongside interactive moments and additional surprises.