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  • GARY McCARTNEY

A New York Retail Minute: Super World



With temperatures dropping to a chilly -9 Celsius while I was in New York last week, there was no better time to buy a puffer jacket, and no better place than this Super World pop-up in SoHo.


The design includes a massive inflatable installation as its centre piece, and a lifelike winter diorama complete with a yeti. It’s an object lesson in showing a ubiquitous garment in a fresh and dynamic way. I mean, who wouldn’t want to buy a puffer jacket from this environment?


Created by Aritzia in collaboration with Willo Perron, the designer of Drake’s infamous

flying Ferrari, it certainly puts the puff back into puffer jacket, and indeed the whole concept of physical retail spaces.