Vita Coco, the coconut water model, introduced New Yorkers again to Y2K with a pop-up mall that allowed guests to relive the golden age of the early 2000s mall. Tapping into two icons from the interval, the model’s expertise partnered with actress Brenda Music and retailer Restricted Too.
After a gap celebration on Might 8, the “Nostalgia Mall” pop-up in Union Sq. noticed over 1,000 company a day on Might 9-10. Company tried out Vita Coco’s new taste, the Orange & Creme coconut milk-based beverage, which the model created to be impressed by the nostalgic style of a traditional creamsicle. Guests additionally shopped a co-branded assortment of Ts from Vita Coco and Restricted Too and an equipment store which included Y2K favorites like beaded bracelets, lip balm and fuzzy-topped pens.
“Our Treats flavors have been impressed by childhood recollections and the enjoyment of permissible indulgences,” mentioned Jane Prior, chief advertising officer at Vita Coco. “The Nostalgia Mall permits us to convey that sense of nostalgia to life in a enjoyable, extremely inventive, experiential means.”
Music, who partnered with Vita Coco for the pop-up launch, instructed WWD that she has all the time been a giant fan of the model, including that it’s her boys’ favourite.
“After we came upon that they have been popping out with this new deal with, the orange creme — that’s the flavour of nostalgia,” mentioned Music, who was thrilled to be taught in regards to the idea for the nostalgia mall pop-up. “Y2K is clearly my favourite period and once they instructed me that Restricted Too was part of this, I knew they have been actually bringing it again. It’s such a ravishing strategy to launch this actually enjoyable new taste.”
Brenda Music and Vita Coco group up for a nostalgic mall expertise impressed by the early 2000s mall.
Courtesy Picture.
Reflecting again on what she misses from the early 2000s mall expertise, Music mentioned that it was her deal with on the weekends to hang around with girlfriends, window store and go to the meals courtroom. Right now, she brings her personal youngsters to the mall for the expertise, which may imply footage with Santa.
“It represented such an harmless time in our lives and I really feel like this present day the whole lot’s all about social media and footage. I really feel like I’ve no footage from that period which makes me unhappy nevertheless it’s as a result of we have been dwelling within the second,” mentioned Music.
Acknowledging that Vita Coco is “extra of a way of life model” than a trend model, she instructed WWD that the partnership for the nostalgia mall has impressed her to look again at her closet — even asking her mother to enter storage. For the occasion, she wore metallic heels from 2003.
“This pop-up is inspiring me to dig into my very own closet and re-shop my closet, which is basically vital,” mentioned Music. “We don’t do this sufficient and I believe there’s such a pretend pas to put on the identical factor once more and I suppose I’m so previous now that each one of my previous stuff is coming again into fashion. I’m at that section.”
