This Pop-Up Shop Is Not A Store. Confused? Read On

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We're big fans of whatever our friends at Gin Lane are doing with interactive fashion content (their Stella McCartney display at Selfridges in London this winter for the launch of L.I.L.Y. was, well, simply stellar). And this time around, we're lucky enough to see their work first hand in NYC. Gin Lane has teamed up with emerging e-tailer, Everlane, to create a truly unique, digital shopping experience in the heart of Soho. Everlane serves up a selection of well-designed and superbly made basics, but, by cutting out the brick-and-mortar store, they're offering up their lux items for way less than their competitors. Um, yeah, we're there.

Even though Everlane is bringing their showroom to a store front, they're not abandoning their online model. The "Not a Store Pop-Up Shop" will be part fashion party, part tech convention. Enter into the "non-store" and have the option to touch and try on Everlane's garments, then head to their Gin Lane-created interactive iPad app that will allow you to actually shop those products. Still direct sales, same awesome prices, no shopping bag needed (yes!).

Make sure to stop by for the Backpack Launch Party this Thursday, June 28, and be the first to check out the new collection! RSVP here.

When: Thursday, June 28 to Sunday, July 1.
Where: Store Pop-Up Shop, 65 Prince Street (between Crosby and Lafayette streets).

Photos: Courtesy of Everlane