as an emerging travel brand that caters to a new breed of savvy travelers, away has a good notion of their needs and requirements. founders steph korey and jen rubio roamed the globe on a mission to explore the best options and possibilities. the quest has resulted in the carry-on, a quality luggage piece that not only covers almost any kind of wanderlust, but also features nifty extras. the duo are now taking their operations to a new level, and have cleverly embedded their trophy product in a newly launched pop-up concept store in new york city's noho neighbourhood. designed in collab with local design studio visibility,
the interior takes cues from renowned concept stores like colette in paris and london's goodhood, resulting in engaging, playful, and last but not least, good-looking shopping environs that sees the building's original shell matched with a varied palette of modern elements. the away store occupies an elongated ground floor space, and features two contrasting backdrops and settings that highlight the company's fave destinations, being tokyo and stockholm. accordingly, one side signals tradition and heritage through exposed red bricks, and opposite, by way of a sharply stuccoed wall, nordic understatement.
the space is furnished with similar chunky displays, but fully adapted to each side's strict design codes. three large suspended partitions, all in airplane window shape, playfully mark the division between the two store sections. so, what else is on the shelves? next to the aforementioned signature suitcase, the away blarf, a hybrid travel blanket/scarf will be available, in addition to a collab bicycle with tokyobike, a collab cosmetics box with cap beauty, and a curated range of compatible lifestyle products from japan and sweden. the away pop-up store will be open to shoppers through aug 31. location: 325 lafayette street [noho].