Justin Bieber's SKYLRK pop-up in New York City feels otherworldly.
Located at 60 10th Avenue in Manhattan, the temporary space brings Bieber's growing fashion and lifestyle label off the screen and into real life. There's an immediate sense that SKYLRK puts the focus on the product and the wider aesthetic Bieber has been developing, giving visitors the chance to properly explore the pieces and understand where the brand is heading.
The experience centres around SKYLRK's relaxed approach to everyday dressing, with apparel, loungewear and accessories brought together under one roof. Seeing the pieces in person gives you a better sense of the proportions, materials and details behind the designs, many of which reflect the oversized, comfort-first style Bieber has become known for over the years.
With the city packed with visitors for the FIFA World Cup Final, the pop-up arrives at a particularly busy moment for Bieber, who is set to perform during the tournament's halftime show on July 19. A limited run of SKYLRK's Magnetic Portable Speaker is also landing at Target Soho, further expanding the brand beyond clothing and into the wider lifestyle space.
What becomes clear from the pop-up is that SKYLRK is still evolving. Bieber's name might be what initially brings people through the door, but the pop-up feels like an opportunity for the label to establish an identity of its own. As it continues to experiment across clothing, accessories and design, the New York space offers a closer look at Bieber's ambitions for the brand and what could come next.
The SKYLRK NYC pop-up is open at 60 10th Avenue until July 20, running daily from 10am to 8pm.
