Hudson's Bay embraces nostalgia with immersive pop-up shop

By

Jennifer Braun

Published
Feb 21, 2020

Hudson's Bay is taking things back to the '90s with the launch of a new immersive pop-up shop designed to meet consumer demands for fashion that is recollective of decades past. 

Dubbed 'The Nostalgia Project', the pop-up will feature products from more than 60 brands offering '90s-style staples from categories including menswear, womenswear, footwear, accessories, cosmetics, and more.

Customers will find '90s classics like hair scrunchies and acrylic clips, Melissa Jellies shoes, Champion sneakers, Fila tennis skirts, baby doll dresses, and Lip Smacker chapsticks. 

Likewise, the pop-up will also introduce new brand collaborations including Italian streetwear brand GCDS, who has partnered with cult-classics like Jurassic Park, Hello Kitty and Care Bears. There will also be a breakout collection from Capsule 98, a nostalgic Instagram-turned-podcast and website, founded by writer/editor and '90s maven, Randi Bergman. 

New brands and styles will be introduced on a rolling basis throughout the pop-up's tenure in-store.

"The Nostalgia Project brings brands together that allow style seekers to reminisce while still offering them fresh up-and-coming designers that modernize the aesthetic," said Tyler Franch, Hudson's Bay fashion director, in a news statement. 

"Today, we see nods of the 'too cool for school' look on the runways globally - think Calvin Klein slip dresses and platform Teva sandals - and we know there is consumer appetite for the trend."

Spanning more than 1,000 square feet, the pop-ups will also be truly interactive and designed to transport consumers back to the mid- to late-'90s. 

The Nostalgia Project will launch on Friday at Hudson's Bay's Yorkdale, Sherway, and Queen St. in Toronto, Montreal Downtown, Vancouver Downtown and online at thebay.com.