Veronica Beard Turns Its Flagship Into a Corner Store (Yes, With Snacks)
The Veronica Beard flagship on Madison Avenue has a new backroom surprise: a fully stocked corner store. For its 15th anniversary, the brand has transformed a corner of the space into a weeklong bodega pop-up (kinda).
There are fresh flowers and snacks like chips, gum, sodas, and candy bars, but every detail has been tagged and twisted by Veronica Beard. You can scoop up playful accessories or scratch off a lotto ticket for the chance to win exclusive prizes. (I won a bouquet!) Some things are yours to shop on the spot; others are giveaways designed to pull you deeper into the VB world with the brand’s cult-favorite blazers and new fall collection displayed among the familiar trappings of a city corner store.
The shop is as much about the rituals of the city as it is about the clothes. New Yorkers know the joy of detouring into a corner store for snacks or flowers, and Veronica Beard is betting that joy translates into a shopping experience, too.
The corner-store pop-up runs through September 21 at the Madison Avenue flagship. The following week, September 17–23, the celebration continues with a takeover of Iconic Magazines.