On November 1, outerwear apparel maker, 66°North Iceland, opened a “pop-up” temporary store in SOHO, NY designed so that visitors will experience “all things Icelandic.”
The store, located at 158 Mercer Street, and open from 1 November through 30 December 2005, has recreated Iceland in its 2,500 square foot retail location. The space includes moss-covered shelving, gravel floors and iceberg tables. According to a press release native musicians including Sigur Ros, Mugison and Icelandic vocalist Emiliana Torrini are in discussions to perform at the venue. The store plans to bring together “a fantastic blend of Icelandic fashion, film and music”.
“This promises to be more than just a retail space, it will be a cultural experience,” states Sharon Prince, President of 66°North.
According to a press release advocates of the 66°North include Scarlett Johansson, Julia Stiles, Ewan McGregor, Uma Thurman, Michael Bey, Liev Schreiber, Forrest Whittacker, and the President of the Explorers Club, NYC Richard Wiese.