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First Ever PROJECT NY Retail Concept Store to Debut in July

Kathy Monte, Senior Editor
First Ever PROJECT NY Retail Concept Store to Debut in July Alongside Trade Show

NEW YORK – In an effort to redefine the trade show experience, Informa Markets Fashion has created the PROJECT NY Retail Concept Store, reportedly the first pop-up retail store to open to the public alongside a trade show. Fusing art, culture and commerce, this pop-up shop is being curated by industry veteran Maurizio Donadi, who has worked for brands including Giorgio Armani, Ralph Lauren and Levi’s Strauss & Co.

“We could not be more excited to introduce a unique retail concept that allows consumers an exclusive opportunity to take home a piece of history, including hand-selected, one-of-a-kind items from the archive of Maurizio Donadi,” Edwina Kulego, VP of International & Business Development at Informa Markets Fashion, said. “With New York City full of diversity and culture, it seemed the ideal place to challenge the norm and embrace a new way of conducting business.

Host to such fashion-forward trade events as PROJECT, MAGIC, COTERIE and SOURCING at MAGIC, Informa Markets Fashion created the PROJECT NY Retail Concept Store, an exclusive retail concept pop-up store, to open for two days in conjunction with the upcoming edition of PROJECT New York, scheduled for July 18-19 at 14 W. 24th St. in Manhattan, next to New York event venue Iron 23.

Titled “Art, Artists, and Artisans: PROJECT NY Retail Concept Store,” this pop-up retail store is the first in a series of projects to demonstrate PROJECT’s commitment to rethinking the trade show experience and inspiring conversation about creative and trustworthy practices within the business events industry and trade show community.

“Maurizio Donadi’s archive is a fashion treasure, and we are incredibly honored that he is partnering with us to showcase and sell his iconic one-of-a-kind denim pieces, alongside a carefully curated selection of what’s next in menswear,” Kulego said.

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According to Kulego, this year’s PROJECT New York is specifically designed to reflect the times and will include a highly curated collection of men’s contemporary and gender-fluid brands. For the first time, PROJECT will welcome the consumer into the experience.

“Combine this with the iconic location and layout of the venue, which allows us to create a unique marriage between business and consumer market segments. PROJECT was born in Manhattan, and we felt it was fitting to introduce this new format where it all began,” Kulego explained.

In addition to the Donadi archive, the pop-up retail space will incorporate about 10 hand-selected brands to feature the brand’s pop-up, artisanal and up-cycled/responsibly made apparel, accessories and footwear from around the world, and will only be available during these two days. Curated by Donadi, this one-of-a-kind retail store will sell one-of-a-kind, “made-in-Japan” vintage denim from Donadi’s archive at TRANSNOMADICA.

Donadi says he is proud to announce his partnership with the PROJECT show. “As a team, they’re committed to redefining the trade experience, and our collaboration involves a series of initiatives meant to spark dialogue intersecting creativity and responsible practices. As retail has always been important to me, the opportunity to build this two-day pop-up is both an adventure and an energizing creative prompt. All good reasons to be a part of it.”

More information about upcoming 2022 Informa Markets Fashion events, including PROJECT New York, Destination Miami by COTERIE, PROJECT Las Vegas, MAGIC Las Vegas, SOURCING at MAGIC Las Vegas, and COTERIE New York can be found here on the Fashion Trade Event Calendar app.

Reach Edwina Kulego at

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