The new Grana pop-up at Fashion Walk opens today – and the online fashion retailer has revealed it will change themes during its three-month lifespan.
During a media preview on Thursday, Grana team members said they were planning to change the layout and focus of the store each month, to highlight different core values and features of the Grana brand.

 
For the first month the store has been dubbed The Soft Spot and features a “feel bar” modelled on a restaurant tasting station where customers can feel the softness of Grade A Mongolian cashmere, Italian Merino wool and Peruvian Pima Waffle knits. A fabric specialist is on hand to explain the process.

 
Soft fabric and fabric quality overall are core features of the Grana fashion range, as founder Luke Grana explains.

 
“So when the marketing team was brainstorming we thought of The Soft Spot.”
A sign above the bar proclaims: “Don’t take our word for it – feel it”.
The 1668 sqm pop-up is located on a corner site on Paterson Street, near the HMV flagship and opposite Maje and Sandro boutiques.

 
The next two themes have yet to be revealed, but a new concept will be implemented in January. The pop-up is scheduled to close in March.