Why it matters: A long-running experiential activation in a top luxury city supports clienteling, heritage storytelling, and high-margin services (personalization/restoration) that can strengthen repeat purchasing.
Impact: Direct revenue impact is likely modest versus global scale, but the pop-up can lift brand heat, drive store traffic, and reinforce premium positioning through controlled, experience-led distribution.
What to follow: Look for indicators of traffic conversion (appointments, personalization uptake), local sales lift in NYC, and whether similar long-duration formats expand to other global cities.