CLOSE-UP
Melissa Evans-
Lee's new
pop-up spans
everything
from fashion
to food to
lifestyle must-
haves.
NICE
DIGS
Another seasonal fashion and
lifestyle-focused flat pops up
at Bayview Village
While shooting the spring/summer
campaign for Bayview Village (Toronto,
Canada), marketing director Melissa
Evans-Lee teased her shoppers with a
blog entry that hinted at an upcoming
themed pop-up. Well, after a successful
run with The Haute Spot last fall, she’s
back with this year’s first concept:
Melissa’s Musts, a one-stop shop
styled like a chic apartment where
visitors will find her curated array of
trendy fashions, beauty picks, culinary
essentials, and glam gifts. It opened
right after Easter weekend and will be
there for just one month.
“BV has always been the home of
haute. This pop-up will offer a panoramic
view of our retailer’s best kept secrets
and provide guests a unique shoppable
experience,” she said.
Unlike most mall display suites and
seasonal fashion installations, this one
acts as a discovery store. Shoppers
who stop by can buy whatever catches
their eyes on the spot. There’s a limited
quantity of each item available and
once these are sold, Evans-Lee brings
in new merchandise. The idea is to
turn the experience into a scavenger
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TACTICS / KID'S ENTERTAINMENT EDITION