A pop-up retail shop was envisioned and a location secured in fashionable SoHo. Drawing inspiration from the brand’s NYC roots, an urban theme was incorporated into the design - with a Terez twist. Familiar city structures were given unfamiliar treatments including bold colors, exaggerated dimensions, and slightly skewed arrangements. At the center of it all was a towering three-story tree that encouraged shoppers to send positive affirmations into its branches - and when they did it would return an affirmation to them.
The environment created was a perfect expression of the brand’s essence and caught the attention of shoppers, the media, and tastemaking influencers alike. In fact, the Terez pop-up was seen as such a success it was extended for an additional six weeks beyond the original closing date.