Mytheresa launches mobile Hamptons pop-up with Airstream trailer

Mytheresa is taking a new approach to the Hamptons this summer with a mobile pop-up. The company has customized an Airstream travel trailer, dubbed “Mytheresa Out East,” which will travel to beaches, hotels, wineries, restaurants and cultural destinations across the area from July 1 through Aug. 6.

The trailer will be stocked with summer fashion and accessories from leading designers. It will make stops at The Hedges Inn in East Hampton, Topping Rose House in Bridgehampton, Wölffer Estate Vineyard in Sagaponack, and the Montauk Yacht Club, with specific dates listed on Mytheresa.com.

For transportation, the Airstream will be towed by a Storm Blue R1T, an all-electric vehicle from Rivian. This marks a shift from previous years when Mytheresa operated a brick-and-mortar pop-up in a vacant garage in East Hampton.

“We all know that it is so difficult getting around in the Hamptons, so we thought why don’t we bring product to the customers,” said Carly Rosenberg, president of Mytheresa North America. She described the initiative as a customer-centric approach, noting that during the week, people could host shopping parties and have the product come to them. The experience will include rosé and Champagne in the afternoon or coffee in the morning.

The company has already begun marketing the mobile pop-up through email, social media, paid advertising and teaser videos. Registration for private events is open on the Mytheresa website.