Hunter will be taking over Vanderbilt Hall at New York’s Grand Central Terminal with a unique pop-up modelled on a traditional British glass-roofed greenhouse. Open for four days, from Sunday, October 22, and designed to celebrate Hunter’s heritage as a British brand, the experiential installation will recreate the serene misty landscape of the Scottish Highlands within one of Manhattan’s most frenetic terminals.
Visitors will enter the greenhouse from Vanderbilt Hall, where they will be greeted by the atmospheric sound of rain, moss underfoot and an ethereal layer of Scotch mist – a mixture of fog and light rain common in the Scottish Highlands. Moving through the misty greenhouse, they will be able to interact with some of the brand’s most iconic rainwear pieces in the environment they were designed for.
Displayed within the first wet weather installation to be seen at Grand Central Terminal, and surrounded by the sound and feel of the Scottish Highlands, Hunter Original Core Concept is a collection of Hunter’s bestselling weatherproof icons in a kaleidoscopic colour palette.
First introduced for autumn/winter 2016, the Core collection is evergreen and includes the Original Tall rain boot, durable rubberised outerwear, lightweight vinyl outerwear and the bestselling Original Backpack. This season will also see introduction of insulating layering pieces as part of Core Concept. The Original Midlayer Jacket and Gilet are both lightweight and water resistant to provide warmth and protection from light rain.
The pop-up at Grand Central Terminal is an extension of Hunter’s commitment to continually engage with the brand’s biggest market, the United States. This aligns with Hunter’s experiential marketing strategy to engage and excite the consumer while re-establishing the Core Concept as a collection of weatherproof rainwear essentials. British heritage brand Hunter was founded in 1856 by American entrepreneur Henry Lee Norris. Landing on Scottish soil, his company was one of the first to produce boots using the then newly patented and innovative technique of vulcanisation.
“Combining our pioneering Scottish heritage with a contemporary and playful approach to rainwear, we have built an immersive environment for the customer that we hope will transport them back to our roots,” says Alasdhair Willis about the installation. “We wanted to celebrate Hunter’s relationship with wet weather essentials by bringing a piece of our British heritage to an iconic location in New York. The authenticity, values and versatility of the collection is what has made it such a success to date and we want to showcase that – we’ve harnessed new materials from lightweight rubber to fully showerproof cotton and developed a seasonless, unisex collection that challenges the standard connotations of rain.”