Photos: Pop-Up Retail Hub Opens in Tysons Corner Center

(Updated at 3:40 p.m.) Local flower delivery startup UrbanStems and other digital-native retail brands, in addition to long-time mall staple DKNY, opened this weekend at a new physical location in Tysons Corner Center mall.

BrandBox, a project launched by mall operator Macerich, adds physical foot traffic to the mostly digital companies. Tysons Corner Center was the first location for the retail experiment, which opened this past Saturday (Nov. 17).

The first group of startups in the location will be:

• Naadam — a Mongolian cashmere apparel company.
• Winky Lux — a cruelty-free facial cosmetics retailer.
• Interior Define — a home furniture store specializing in custom-built pieces.
• Nectar — a memory-foam mattress retailer.
• UrbanStems — a same-day flower delivery service in Washington, D.C. and New York City.

For some startups, like Nectar, the Tysons Corner Center location is their first physical storefront. The company is offering $125 off mattresses and two free pillows starting today.

“Nectar’s space features an installation with hands-on components and a beautiful visual tour through a year of sleep to celebrate the brand’s one-of-a-kind 365 Night Trial with a vignette for each season,” said a PR rep.

DKNY, the New York-based fashion house, will use its BrandBox location to try new limited edition products and designs.