To celebrate five years in SoHo, nanamica hosted an in-store anniversary event that honored its New York community while looking ahead to the brand’s next chapter. Centered on the FW25 GORE-TEX collection, the activation invited guests to engage with the product in a tactile, open retail environment that encouraged discovery across outerwear, apparel and footwear.

A live customization workshop by Original Rose reinforced ideas of longevity and personal ownership, while a photo installation of the FW25 nanamica x GORE-TEX campaign by Koki Sato transformed the store into a temporary gallery. Carefully selected food and beverage partners added local and cultural texture, and a limited-time anniversary gifting program extended the energy of the event beyond the day itself. 

The result was a community-driven retail moment that deepened brand loyalty, welcomed new audiences, and demonstrated the strength of experiential programming as a tool for both cultural relevance and sustained engagement.

‍