The GO-TO makes its U.S. Debut with an Immersive New York Pop-Up

The space will also feature a branded claw machine filled with limited-edition prizes from branded pilates socks to leather luggage tags, with a free prize on every purchase.

The first 100 shoppers will receive complimentary flowers, and a photo booth will offer branded snapshots for visitors to take home.

Throughout the weekend, The GO-TO will also host a series of events including a wreath-making workshop with a local NYC florist and a pilates class led by a celebrity trainer; complete with goodie bags.

Joining the pop-up will be a lineup of like-minded brands including Lost Labels (founded by model Daphne Groeneveld), Ougie (LA-based fine jewellery brand), and a Café Takeover spotlighting cult food and wellness brands such as David Protein Bars and Milliways plastic-free chewing gum.