ForEveryday.Life collaborates with Siegelman Stable to create its Holiday Pop-Up in New York City
It’s that final days of Siegelman Stable’s stunning Holiday Pop-Up in New York City, located at 10 Greene Street, created by ForEveryday.Life. We spoke with them about the project when it opened in November.
Siegelman Stable is a family owned business, fusing harness racing and luxury sports fashion. The brand is favoured by high profile customers such as Kendall Jenner, Kevin Hart, Travis Kelce and Justin Bieber, and enjoys a large following on Instagram. This pop-up, in a prominent New York location is an example of the next step in the experiential journey of brands that have launched on Instagram, and highlights the need for a bricks and mortar retail format, to reach target audiences and fully immerse them in the brand experience.
Siegelman Stable founder, Max Siegelman, is the son of renowned trainer Robbie Siegelman, who founded Siegelman Racing Stable in 1982. Robbie Siegelman used his racehorses for equine therapy, helping inner-city Newark youth and Hackensack Hospital cancer children heal emotionally and physically. A portion of all sales is donated to equine therapy programmes.
This Holiday pop-up will establish a consistent presence for customers to experience the brand in a way they’ve never been able to before. The pop-up will feature exclusive releases, coveted restocks, and highlight their latest Winter ‘24 Collection. The space also houses a full coffee bar partnered by Bluestone Lane to enjoy in the front entrance lounge area.
Working closely with Creative Director, Karoline Spenning, ForEveryday.Life has created a space that exudes bold elegance and functional versatility, blending late 1980s residential glamour with the raw industrial character of its historic Greene Street location. This thoughtfully curated environment showcases the brand’s heritage and collection while offering a multifunctional venue for events, retail, and community engagement.
Located in a building designed by John B. Snook in 1869, it reflects the charm of 19th-century SoHo architecture with exposed brick walls, as a nod to its original design. The historical backdrop contrasts with the contemporary luxury of bold colour blocking in rich Dock Blue paint by Little Greene Paint Company(https://www.littlegreene.com/). Velvet and suede dominate the material palette, emphasizing luxury and softness while complementing the tactile richness of the exposed brick. Velvet curtains define spatial transitions, providing a theatrical unveiling of iconic pieces from Siegelman Stable’s collection. The flooring, covered in lush carpet, reinforces the late-1980s aesthetic, anchoring the bold colour story.
The space’s central spine guides visitors through distinct zones that balance intimacy with openness, unfolding layers of discovery. Customers are greeted with a welcoming lounge, desinged as a multifunctional coffee spot, which can transform into an event venue for cocktail receptions or brandable sponsor activations.
The central axis of the main display area features a grand table that seamlessly rises from the carpeted floor, which displays larger items and can also convert to a dining space for seated events. The fitting room area features soft, velvet curtains for privacy and intimacy and a striking USM (https://www.usm.com/) glass unit to showcase Siegelman Stable’s historic hats, adding a narrative layer to the design.
Jorge Mendez-Caceres, ForEveryday.Life Founding Director, said:
“The Siegelman Stable pop-up dynamically fuses historical context, bold luxury, and versatile functionality. With its immersive design and multi-use spaces, it not only showcases the brand’s products but also tells a story of heritage, elegance, and modern innovation, making it a perfect destination for shoppers and event attendees.”
On the opening, Max Siegelman, Siegelman Stable Founder said:
“This is our biggest opportunity yet to show who we are as a brand in person for a significant amount of time, at the best time of the year. We used the Shopify space in Spring ‘24, and it reopened our eyes as to why it is so important for an e-comm founded brand to bring our story and clothing to life.”
The store will feature Siegelman Stable’s signature headwear and highlight their evolving knitwear collection, with customers embracing the brand’s successful RTW expansion. Karoline Spenning, Siegelman Stable Creative Director, said:
“The store will have our most coveted pieces yet – everything from the designs, fabrics to the overall looks year over year have been an impressive evolution of the brand. This evolution gives us the opportunity to showcase the Siegelman world beyond our signature headwear.”
Siegelman Stable Holiday Pop Up has been open from Friday, November 29th through Friday, December 20th.
Image Credit : Ori Harpaz