Nouveau Riche Gets It Poppin' in Sanlitun Village

The pop-up phenomenon has just hit Beijing. Haven’t a clue what that means? According to the Sunday Times, “pop-ups are the epitome of our high-speed, short-attention-span culture”:

“Nowhere can be the hottest place to be seen in for more than six months, so by pulling it down and starting again, businesses can be constantly reinvented. Because they are temporary, pop-ups can take risks. They don’t need as much polish, so they don’t need as much investment – perfect for recessionistas.”

Enter Noveau Riche, a pop-up store in Sanlitun Village South that will run from today until February 5, 2011. The store is a collaboration between Chinese Finnish designer Shumeng Ye and a group of her designer friends from China and abroad, including popular Shanghai-based label The Thing.

Originally, they planned to hold a soft opening tonight at 6pm, but our sources at NR tell us that has been postponed for later in the month. The rest of their vision remains the same: NR will serve as a platform for fresh ideas, “meant to compliment [sic] the growing energy among Chinese youth.”

And yes, they adjust prices accordingly, in order to ensure a “positive [shopping] experience unrelated to the thickness of your wallet.” Along with NYC-based clothing and accessory line Slow and Steady Win the Race, there are also Native Fitzsimmons boots from Native brand, as well as an exclusive mini-collection of affordable unique items inspired by Chinese elements.

If you were wondering about the name, they chose the term “Noveau Riche” not only in reference to China’s growing wealth, but also “a new emerging class of people, practices and ideas.” Find out more at their website, or track their news updates on Facebook, Twitter and Weibo.

Sanlitun Village South. 19 Sanlitun Lu, Chaoyang District (6417 6110) 朝阳区三里屯路19号