We’ve had pop-up restaurants, pop-up shops and pop-up concerts. Now, get ready for pop-up carts.
In the decade since it has opened, the Grove has become a pedestrian center in a city that doesn’t have many, a gathering place for locals and tourists alike. And next month, the Grove is bringing a little local fashion flavor to its shopping alleys and courtyards in the form of Pop Carts, stylish new pop-up vendors selling clothing and accessories from three up-and-coming L.A.-based designers and brands.
The Pop Carts will roll out Nov. 15 and remain on site through Valentine’s Day. Rather than selling Crocs and doggie T-shirts, these haute carts will offer ban.do’s $45 heart-shaped clutches and $350 jeweled head bands, Clare Vivier’s butter-soft leather coin purses, purses and weekend bags from $55 to $500, and Heidi Merrick’s silk print PJs and decorative pillows from $39 to $325.
The Pop Carts will not look like any others on the property. The designers will give them their own individual look and feel. The fashion carts have the same ephemeral appeal as food trucks and pop-up stores, and the potential to make the Grove feel even less like a homogeneous mall. They also come at a time when the shopping center is trying to up its style quotient with several new, more fashion-forward tenants, including TopShop, a J. Crew Men’s store and Vince.