Installations in Riyadh and Jeddah include a unique digital experience
October 13, 2021 — Dubai, United Arab Emirates: Tory Burch is bringing a touch of New York City to Saudi Arabia with a roaming pop-up featuring the Fall/Winter 2021 collection, inspired by the city Tory calls home and where she founded her brand. The first-ever Tory Burch popup in the kingdom launches at the Riyadh Park Mall on October 13 and will be open through Oct. 27. The installation then travels to the Red Sea Mall in Jeddah where it will be in place from November 3 through 17. A unique digital experience, including access to exclusive product and an engaging game, complements the experience.
The space is distinguished by immense rattan-and-white-oak apples that nod to the seasonal inspiration—New York City is affectionately known as the Big Apple—and serve as charming displays for a beautiful assortment of products across ready-to-wear, handbags, footwear and jewelry, including the iconic Lee Radziwill Double Bag, the new Good Luck Trainer, and the bestselling T Monogram collection with shoes and handbags in classic navy and, new this season, hazelnut.
Customers are invited to shop the collection on iPads that are positioned throughout the space and to connect to the brand’s e-commerce site at toryburch.sa. A landing page dedicated to the popup welcomes visitors with rich storytelling, including a timeline of Tory Burch’s presence in the Middle East, and an engaging digital game, T Monogram Catch; players can customize the gaming experience by selecting their preferred handbag silhouette and colorway to catch colorful T Monogram medallions as they drift down the screen. Visitors may also choose to shop at the Tory Burch boutiques in the malls where the popup is being hosted.
The T Monogram is an exciting new addition to the Tory Burch collection. When Tory launched the brand, she created a logo that was a design element of its own. A classic serif T and its mirror image encased in a circle, inspired by the geometry of Moroccan architecture and interiors by David Hicks. Meticulously crafted in traditional jacquard and fine leather, in an unconventional yellow and classic navy. The collection speaks to the artisanal allure and timelessness of great style.
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