A Caelum Greene Landmark pop-up store this month will launch two new brands in Hong Kong.
The local athleisure and lifestyle fashion brand’s pop-up will be its first and follows the launch 10 months ago of its flagship lifestyle concept store on Hollywood Road.
Located in Landmark’s new third-floor wellness area, the pop-up will launch two new brands, Becken and Track & Bliss, and also showcase Caelum Greene’s initial collaboration with Hong Kong activewear label Miss Runner – a collection of beach towels made from organic cotton.
Fashion brand Becken makes its products in the US, and has just appointed Chris Gelinas as creative director. He was formerly with Balenciaga, Proenza Schouler and Marc Jacobs. Track & Bliss is activewear that combines the laid-back style of Los Angeles with New York City’s urban edge.
Merchandise at the pop-up covers several categories including activewear, fashion, home goods and accessories.
In its two-week opening promotion, Caelum Greene will be offering buyers a lucky-draw fortune cookie. There will be 80 winners, with the grand prize being a three-night stay at luxury hotel Chiva Som in Thailand. Other prizes include a Bastien Gonzalez pedicure treatment at the Mandarin Oriental Spa, plus signature products from Caelum Greene labels.
“Landmark was the perfect location for our pop-up because of the overall introduction and development of a wellness area in the mall,” says Caelum Greene founder Charlotte Tsuei, who previously held management roles at both Christian Louboutin and Pure Apparel Retail.
Born in Taiwan, Tsuei spent most of her childhood in Hong Kong before her family relocated back to the US, where her father was raised. She lived in the San Francisco Bay area for more than a decade she moved back to Hong Kong in 2012.