• August 10, 2010

Gap Inc. is putting its Piperlime unit on the pop-up bandwagon, and will open a temporary version of the online shoe store in New York's SoHo next month.

Timed to coincide with Fashion Week, Piperlime -- a purely online Gap brand that sells shoes, handbag, jewelry and some apparel -- will offer "an edited assortment" of fall styles, including brands like Marc by Marc Jacobs and Frye.

"It's the first time that Piperlime will be available in a three-dimensional environment, where customers can touch and feel product," Jennifer Gosselin, Piperlime's general manager, says in the company's release.

Last month, the unit partnered up with Project Runway, and the company says it will host an in-store event during Fashion's Night Out on Sept. 10, with appearances from stylist Rachel Zoe and the cast of Project Runway.