Fashion Friday on The Plaza was loads of fun! Style bloggers, hipsters, city folk, and Oaklanders all came down to The Plaza last Friday night for a Popuphood happy hour event that emptied the wallets of even the most discerning shopper. With 7 mobile retail trucks parked along The Plaza, generous pours of wine from the friendly vinophiles at Rosenblum Cellars, and beats from DJ A-Kat, attendees had a grand time perusing the merch and kicking off the weekend with some good old fashioned revelry. New! Check out our Youtube channel for fun instagram video's of the event!
Mobile Retail trucks
Representing for Oakland, the Oaklandish fashion truck brought iconic street savvy screenprinted tees. Hailing from SF, Pretty Parlor brought the beauty-parlor-on-wheels and even bang braided Popuphood's Sarah Filley locks. Topshelf Boutique showcased a classy mix of vintage and fashion forward selections. All the trucks – Stop Shop & Roll, The Butlers Pantry, JasyB Boutique, and Just Because – were rolling through town on the West Coast Mobile Retail Association's west coast tour, and they really brought their A game! The lady truck owners brought a downright tempting selection of housewares and gifts and clothing by local and national small batch designers.
Alana Rayford of Uptown Runway rocked a red carpet fashion show at 7 p.m. showcased threads from some the hippest brick and mortar shops in town and some head turning outfits quashed any doubts that Oakland has a unique style and sensibility that can be celebrated all on its own. Hot young things rocked the runway in fashion forward ensembles from Oakland Surf Club, Two Jacks Denim, Show and Tell, Oak Common, Suru Clothing, and NNeka, with kicks by Sole Space, jewelry by Kate Ellen of Crown Nine
This event was momentous because it's part of a larger effort that the City of Oakland and Popuphood are undertaking to reimagine The Plaza in Oakland. Popuphood has already incubated Hub Oakland at The Plaza as its first pop-up tenant, and we are excited to bring more retail to the area. We've also kicked off a series of Plaza events including workshops, panel discussions, and parties, all with the goal of bringing vibrance and dialogue to a previously underutilized public space.
It was also a really important event in determining the future of mobile retail in the Bay Area. As discussed in the recent SF Business Times story, Are retail trucks the next San Francisco crackdown?, the San Francisco Chamber of Commerce recently expressed concern that mobile retail threatens the sales revenue at brick-and-mortar shops. At Fashion Friday, we had both mobile retail and brick-and-mortar shops together on the runway, increasing sales for both efforts.
Innovative events like Fashion Friday are a pathway to a more robust retail sector in Oakland and the Bay Area, using more of an incubation model rather then an either/or or competitive model. We're currently researching the unique needs and challenges of mobile retailers to learn how to better serve them, and help them transition to brick-and-mortar shops. We're also inviting more retail trucks to work with districts and other cities to support our mission of rethinking retail to revitalize neighborhoods.
We'll be keeping you posted on our collaboration with West Coast Mobile Retail Association and our collective leadership around mobile retail policy. Sign up for our email newsletter or follow us on Facebook or Twitter to receive all of our exciting updates.