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    THIS WEEK'S #STORESWELOVE|For millennials, finding the right piece of luggage is about so much more than just splurging on something durable. A startup luggage brand, Away, sees that there’s now an option to make travellers’ experiences become a fashion statement— one that can be snapped and Instagram photo a la travel influencers.   

    Located in SoHo, New York City, the startup unveiled an experiential airport-inspired pop-up called ‘Terminal A’ to bring their brand philosophy of elevated, seamless travel to life. The space was thoughtfully calculated to mirror a typical airport flow: "travelers" pass a ticket desk and once they clear the fake security checkpoint, they are free to explore the rest of Terminal A, which features a full range of Away's signature carry-ons, including those smart ‘millennial pink’ suitcases, and personal items.  

    One element of newness is exploring personalisation in a meaningful way. At the pop-up, customisation is available with options like a hand-painted monogram, exclusive pins and embroidery— free of charge. The pop-up shop is dedicated to creating the perfect ’travel uniform’ of sleek where customers can mix and match the luggage sets that are stocked with the brand’s new limited collection.

    As a brand with a strong online presence, it makes sense that limited, and more intimate in-real-life experiences are exactly what Away’s customers want. With millennials shifting their purchasing power from things to experiences, this latest experiential shopping concept resonates with the younger and adventurous audiences who love to travel in style.

    Prominent companies in the luggage space had been around for a long time and had not given thought about millennials as a potential audience. Away’s pop-up store is purposely brief to allow a short-term dynamic experience that offers a sense of escapism for millennial travelers while keeping them interested and engaged.


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