For digital-first brands like Anemone, the Los Angeles-based women’s luxury swimwear and resortwear label, opening a pop-up experience is the chance to showcase and offer consumers its DNA in a new, tangible way — despite the pandemic.
“With where brick and mortar is at, there aren’t many opportunities to have your own point of view in a space,” said cofounder Joshua Shaub. “A lot of times, especially now, a brand’s vision gets lost in translation. Everything is so product focused now. This feels special.”