First the myBaguette app, and now a studio apartment-size pop-up shop in Soho with hashtag neon signs: looks like Fendi has finally figured out how to translate their Italian luxury roots into a language millennials speak. The brand nonchalantly opened a pop-up inside Wolford's former spot on the corner of Greene and Prince Streets this weekend. And as opposed to the brand's uptown counterparts, this location won't leave you running for the hills—or in this case, Topshop—from intimidation.
Mosey on in to the 630-square-foot exposed brick store for a glimpse at the store's custom vending machines, where products dangle from mechanical claws. For the duration of its run (through December 31st), the store will host rotating monthly themes where you can snag super limited edition items. For the July kickoff, it's all about minis: little versions of favorite bags like the 2jours, Peekaboo, and Selleria.—Hali Berman
· Fendi to Pop-Up in Soho [WWD]