Pop-Up for Emerging Designers Coming to the Waldorf Astoria New York

Rendering of The Waldorf Astoria New York with the the Made in NY branding.
Rendering of The Waldorf Astoria New York with the the Made in NY branding.


The Waldorf Astoria New York will be home to a temporary store showcasing 100 contemporary designers and their 400 products starting this Friday.

Not Just a Label’s pop-up shop, which is a collaborative partnership with the hotel and the New York City Economic Development Corporation, will be in a 2,000-square-foot space on the ground floor of the landmark hotel at the corner of Park Avenue and East 50th Street, according to a spokesman for NYCEDC.

The deal is not part of a leasing agreement; the hotel is “hosting the store,” the spokesman said.

Not Just A Label (NJAL) is a global network of contemporary designers and it will only sell designs manufactured by 100 emerging local entrepreneurs at its first retail space in New York City. In addition, this will be “the first standalone city-sponsored fashion retail initiative to support the growth of the local fashion, manufacturing and creative industries,” NYCEDC said in a news release.

“NYCEDC and NJAL felt that Waldorf Astoria served as a uniquely iconic backdrop for the pop-up store, given the hotel’s historical ties to the city’s cultural and fashion communities,” the EDC spokesman said.

The NOT JUST A LABEL | Made in NY store at the Waldorf, at 301 Park Avenue, will be open through Sunday, Dec. 13. In addition to shopping, NJAL will offer public educational events.

“Mayor de Blasio and NYCEDC are continuing to invest in New York City’s fashion industry and the good jobs that it creates,” said NYCEDC President Maria Torres-Springer in prepared remarks. “We are thrilled to be launching the first-ever Made in NY pop-up store, helping talented young designers grow their businesses by showcasing their collections to a diverse local and international audience.”

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