ETRO x MyThereasa
Four Hands Embroidery x Mytheresa 'Summer Railroad Racetrack Pop-Up
June 2024
Four Hands had the privilege of partnering with ETRO for Mytheresa’s much-anticipated "Summer Railroad Racetrack" pop-up in East Hampton last summer. This immersive shopping event, featuring iconic brands like Valentino, and Missoni, blended opulence with unique, one-of-a-kind elements, making it a haven for fashion enthusiasts and lovers of custom embroidery alike.
Located across from the East Hampton railway station, this stylish activation integrated railway and racetrack motifs into an immersive shopping atmosphere. The highlight? A miniature racetrack garden adorned with race cars and Mytheresa's exclusive products. This photo-op-ready setting was the perfect backdrop for Four Hands Embroidery’s embroidery station, where guests received free custom embroidery to personalize their ETRO purchases. Digital embroidery techniques allow for intricate, detailed designs that mirrored ETRO’s well-known mastery of design, patterns, and textiles.
Mytheresa is a premier luxury multi-brand digital platform, who curates an exclusive selection from high-end fashion houses such as Toteme, Khaite, and Dries Van Noten. Etro, an Italian luxury fashion brand known for its distinctive paisley patterns, rich textiles, and bohemian-inspired designs, along with Four Hands Embroidery’s mastery of digital embroidery and textile air, were the perfect addition to this one-of-a-kind shopping experience.
Further immersing shoppers in the “Summer Railroad Racetrack” theme, the "Inconvenience Store," an eclectic mix of apothecary and pantry products, lent a luxurious reimagining of a bodega. Together, these elements created a sensory-rich shopping destination where visitors explored fine craftsmanship, personalized fashion, and exclusive collaborations.
Beyond the retail offerings, the Summer Railroad Racetrack pop-up brings a full calendar of engaging activities. Guests enjoyed racing video games in a custom-designed game room, relaxed in an elegant VIP lounge, and even received energy readings with a healer. Luxury car brand Porsche added to the excitement by showcasing its all-electric SUV, the Macan, and offering test drives of its sleek Taycan sedan.
"Returning to East Hampton with a physical experiential store, together with Flamingo Estate, felt like the perfect moment to further bring this wonderful partnership to life," said Heather Kaminetsky, president of North America for Mytheresa. This sentiment was echoed by the collaborative spirit represented by the unique partnership with Four Hands Embroidery, offering customized fashion experiences that went beyond traditional retail.
With personalization at the forefront, the Summer Railroad Racetrack pop-up exemplifies how luxury fashion is evolving to meet the desires of a modern audience. Onsite digital embroidery offers shoppers an elevated, interactive way to connect with their favorite brands.
Whether you're looking for a standout embroidered jacket, a tailor-made designer bag, or an immersive luxury experience, Four Hands supports it all. Don’t miss your chance to activate your brand with on-site embroidery by Four Hands Embroidery.