Marc Jacobs' Joy Diner Pops Up at The Standard NYC for Fashion, Art, and Foodie Fun
Marc Jacobs has launched an immersive new experience, the Joy Diner, at The Standard hotel in downtown New York. Opening its doors on Thursday, this limited-time takeover of the hotel’s existing Soda Shop offers a unique fusion of fashion, art, and hospitality, inviting guests into a vibrant world designed around the brand’s signature playful and rebellious spirit. Running through October 31, the pop-up concept is centered around the overarching theme of “Joy,” a concept Marc Jacobs first introduced as its season-long motif in late July, perfectly encapsulating the mood of the installation.
The space itself has undergone a complete transformation, meticulously designed to reflect the distinctive Marc Jacobs aesthetic. Visitors will find themselves surrounded by custom-branded interiors, from charming, collectible matchbooks to elaborate floral installations and a curated selection of décor. These visual elements are ingeniously tied back to the limited-edition capsule collection that Marc Jacobs unveiled in September, a special collaboration with renowned artists Derrick Adams, Hattie Stewart, and David Shrigley, ensuring a cohesive and visually rich experience throughout the diner.
Beyond the captivating visuals, guests can indulge in a specially curated, themed menu that promises both delight and nostalgia. Culinary highlights include the delightful MJ Soho Sundae, the invigorating Joy of Banana Hard Shake, and the refreshing MJ Daisy Daiquiri. For those seeking more substantial fare, the menu also features the intriguing Double-D(ice) Burger and the aptly named Happy Happy Frites, each item crafted to complement the diner’s joyful atmosphere and distinctive branding.
The activation extends well beyond the diner walls, creating a multi-faceted brand experience within The Standard. In the hotel’s Library, a dedicated gallery space showcases compelling campaign imagery from the featured collaborating artists. Adjacent to this, a retail pop-up offers an exclusive opportunity for shoppers to acquire pieces from the limited-edition capsule collection. This retail haven also features collaborative items with an array of partner brands, including Crayola, Moleskine, maxbone, Gibson, Shut, and Converse, providing a diverse selection of covetable merchandise. Adding an interactive element, a large Moleskine notebook has been installed in the lobby, encouraging visitors to contribute their own drawings and personal reflections on what "Joy" means to them.
This dynamic New York iteration builds upon a successful history of collaborations between Marc Jacobs and The Standard, which initially kicked off at the Sundance Film Festival with a Bookmarc pop-up, later expanding into popular Bookmarc Bookclub programming. The October event in New York will further enhance the experience with a series of special engagements, including live performances in collaboration with Gibson, a lively maxbone Joy happy hour, and an exclusive Derrick Adams x Bookmarc event, promising a vibrant schedule of cultural and celebratory activities for all attendees.
