Hunter opens pop-up in NYC's Grand Central Terminal
British brand Hunter has opened a greenhouse-inspired pop-up in Grand Central complete with mist, moss and the sound of rain to showcase its rainwear pieces in the environment they were designed for.
Launched on Sunday 22 and open for four days, the pop-up installation can be entered from Vanderbilt Hall. The traditional British glass-roofed greenhouse celebrates Hunter’s heritage as a Scottish brand and its famous weatherproof pieces.
This is the first wet weather installation to take over Grand Central Terminal, which is visited by more than 750,000 people every day.
“Combining our pioneering Scottish heritage with a contemporary and playful approach to rainwear, we have built an immersive environment for the customer that we hope will transport them back to our roots,” says Alasdhair Willis about the installation.
“We wanted to celebrate Hunter’s relationship with wet weather essentials by bringing a piece of our British heritage to an iconic location in New York. The authenticity, values and versatility of the collection is what has made it such a success to date and we want to showcase that – we’ve harnessed new materials from lightweight rubber to fully showerproof cotton and developed a seasonless, unisex collection that challenges the standard connotations of rain.”
Displayed at the pop-up and surrounded by the feel of the Scottish Highlands, is the brand’s bestselling weatherproof line, Hunter Original Core Concept.
The collection was first introduced in Autumn/Winter 2016 and includes the Original Tall rain boot, durable rubberised outerwear, lightweight vinyl outerwear and the bestselling Original Backpack.
The pieces come in a kaleidoscopic colour palette, with new additions this season including insulating layering pieces such as the Original Midlayer Jacket and the Original Midlayer Gilet.
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