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Dec. 26, 2024
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Retail

Mytheresa, Flamingo Estate reunite in East Hampton

June 28, 2024

From EV test drives to private shopping sessions, the summer pop-up offers a diverse range of programming. Image courtesy of Mytheresa From EV test drives with German automaker Porsche to private shopping sessions with Mytheresa, the summer pop-up is live starting June 28. Image courtesy of Mytheresa

 

By Emily Iris Degn for Luxury Daily News Service

After working together in 2023, online luxury retailer Mytheresa is linking with Los Angeles-based lifestyle brand Flamingo Estate once again on a second pop-up.

The duo is returning to East Hampton for the launch of a new activation, this time around scoring a first-year sponsorship from German automaker Porsche in honor of the shopping experience's racing theme. Opening June 28 through Aug. 18, 2024, Flamingo Estate's wellness products join luxury collections from Mytheresa in-store this season.

“Returning to East Hampton with a physical experiential store, together with Flamingo Estate, felt like the perfect moment to further bring this wonderful partnership to life,” said Heather Kaminetsky, president of North America at Mytheresa, in a statement.

“We create a community for luxury enthusiasts and bring our customers another creative and truly luxury immersive shopping experience — one that allows us to surprise and delight our customers throughout the summer and to bring our curated offering to them in a more physical way.”

Racing toward luxury
Mixing light purple tones with Mytheresa's bold yellow motifs, the New York space's central interior feature is a miniature racetrack garden.

Custom-fabricated arena seating, a game room installed with racing video games and a VIP client lounge greets guests of the Mytheresa and Flamingo Estate's Summer Railroad Racetrack pop-up.

Displayed outside, Porsche's custom lilac all-electric Macan SUV matches the concept's branding — here, the company will also offer test drives in the all-electric Taycan sedan from now until the fall.

The Inconvenience Store from Flamingo Estate sells jams, sauces, snacks and other healthy goods. Image courtesy of Mytheresa The Inconvenience Store from Flamingo Estate sells jams, sauces, snacks and other healthy goods. Image courtesy of Mytheresa

Ready-to-wear, accessories, watches and fine jewelry exclusives from the likes of Italian fashion house Valentino, as well as trending names such as American womenswear label Khaite and Swedish fashion brand Toetme, are sold on-site.

A selection of apothecary and pantry offerings from the Inconvenience Store, a range of conscious snacks and slow food options (see story) from Flamingo Estate, are also in stock.

Private shopping appointments with Mytheresa, product customization sessions, energy readings with a healer, cocktail service and meet-and-greets with favorite designers add to the event lineup.

In the middle of the store, a miniature racetrack garden acts as the centerpiece. Image courtesy of Mytheresa In the middle of the store, a miniature racetrack garden acts as the centerpiece. Image courtesy of Mytheresa

Following in the footsteps of last year’s partnership (see story), Mytheresa announces that additional exclusive programming is to come to the 9 Railroad Avenue stop, open from 11 a.m. to 6 p.m. on Thursdays through Sundays, in the months ahead.

“We're thrilled to return to the Hamptons with Mytheresa,” said Richard Christiansen, creative director and founder of Flamingo Estate, in a statement.

“They've been such an incredible partner, and we're delighted to bring back all the magic of last summer,” Mr. Christiansen said. “We’ll be back at the same location in the heart of East Hampton, but everything else is all new, with plenty of surprises in store all summer.”

 
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