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By Falon Moran | November 21, 2016 | Lifestyle
With its adaptable space in tony Back Bay, The Shop is changing the Boston pop-up game.
Streetwise fashion, posh ice cream, high-end travel... This winter, Back Bay’s The Shop will be a revolving door for New England pop-ups.
One month it could be haute couture; the next, inventive frozen treats. You just never know with The Shop, a pop-up shop space open through January at the corner of Newbury and Dartmouth Streets that hosts a variety of ever-rotating businesses, ranging from traditional retail shops to wacky concept stores. Created by Isenberg Projects and Jamestown Properties, The Shop doesn’t just provide clients with a space and fixtures, but also offers guidance.
Deliberately designed with a minimalist, neutral aesthetic, the space can be customized by each retailer, and was launched in mid-October with high street fashion courtesy of Wellesley boutique Gretta Luxe. “The space has great curb appeal, and the location and timing was perfect for us,” says Gretta Luxe’s Lauren Begley. “Plus, we were [able] to recreate our Wellesley boutique’s atmosphere, which is elevated-chic [but] also inviting and cozy. We brought in [our own] rugs, leather furniture, grey shelving units, and mannequins.”
Next up, The Shop will host men’s and women’s apparel retailer Brunswick Park (November 21–27), athleisure line York Athletics (November 28–December 4), gelato and sorbet producer Gelato Fiasco (December 5–11), and high-end boutique hotelier Lark Hotels (December 12–18). “Many people are daunted by the undertaking of opening their own pop-up,” says Emily Isenberg of Isenberg Projects. “We wanted to take that learning experience and marry it to an active space to share that with clients.” Call it a win for all! 144 Newbury St.
PHOTOGRAPHY BY FALON MORAN