Everlane will be transforming its Fall 2025 campaign Laufey in Everland, featuring GRAMMY award winning artist, Laufey, into an immersive pop-up in New York for one day only on Wednesday October 29, 11am - 8pm.

With the help of Playlab Inc., the space will transform the whimsical world of Everland into a 2,500 square foot dreamscape that blurs the line between fantasy and reality across two floors.

As Everlane’s most immersive pop-up to date, it’s designed to translate a campaign world into a tangible brand experience. The vignettes stationed within are inspired by the campaign set, including the Miniature City, Everland Flower Market, and Everlane Mini Store, all evoking a sense of nostalgia, wonder, and cinematic storytelling.

Soft sky-blue draping, a suspended billboard installation, and custom Everlane street signs nod to the Laufey in Everland campaign. Guests enter through a campaign branded facade and step into a calm, dreamlike world that serves as a serene escape.

Everlane invites guests to engage with the brand through interactive, real-world moments. On-site, visitors can shop the limited edition Everlane x The Laufey Foundation fleece capsule created to benefit The Laufey Foundation, featuring an exclusive lilac colorway available only at the NYC pop-up (while supplies last). The collection will include a Crop Zip Hoody, Cropped Crew Fleece, Wide Leg Sweatpant and Pocket Tee Shirt in multiple colorways, each decorated with Laufey <3 Everlane embroidery in Laufey’s own handwriting. 

Recreate your favorite Laufey campaign moments and receive a limited-edition item from the collection (while supplies last). Complimentary for the first 150 guests. First come, first serve.

Located at 216 Lafayette St. in SoHo, the pop-up captures the neighborhood’s unique intersection of product, music, and storytelling in a true New York fashion. 

As a continuation of the partnership, Everlane and Laufey have also collaborated on an exclusive capsule collection created to benefit The Laufey Foundation. The collection will include a Crop Zip Hoody, Cropped Crew Fleece, Wide Leg Sweatpant and Pocket Tee Shirt in multiple colorways, each decorated with Laufey <3 Everlane embroidery in Laufey’s own handwriting.  Everlane and The Laufey Foundation Collection will be available in limited quantities online and in-stores.

DETAILS

Laufey in Everland Pop-Up

216 Lafayette St. 

New York, NY 10012

Wednesday October 29, 2025

Opening Hours: 11:00 AM - 8:00 PM ET