[title]
If you thought the Labubu craze was going to quietly fade into the background, think again. The slightly unhinged collectibles have officially graduated from TikTok darling to Fifth Avenue tenant. (Isn’t that the most New York glow-up imaginable?)
Pop Mart, the Beijing-based company behind Labubu and other blind-box collectibles, has signed a lease for a massive new retail store at 680 Fifth Avenue, right on the corner of East 54th Street, the New York Post reported this week. This won’t just be some dainty boutique, either: the space clocks in at around 7,000 square feet, putting it firmly in flagship territory.
The store full of collectible gremlins will, remarkably, sit next to Swarovski’s sprawling emporium and steps from a soon-to-open Rolex headquarters. But that’s kind of the point. Fifth Avenue has long been shorthand for global retail prestige, so Pop Mart planting itself here signals that collectible culture is big business, not just internet hype.
The New York store won’t just be a one-off, either. The company has already locked in another similarly sized space in Times Square, which is expected to open later this year as its U.S. flagship.
While it might feel slightly surreal to imagine Labubu still holding strong a decade from now, Pop Mart’s track record suggests there’s more staying power here than skeptics might assume. The company runs hundreds of stores worldwide, relying on limited releases, surprise drops and a rabid fan base so customers keep coming back.
There’s no official opening date yet and buildout details are still under wraps. But when the doors do open, don’t be surprised if the line wraps around the block. Whether you find Labubu adorable or slightly terrifying, one thing is clear: New York is getting a lot more of it.