At the core of our business, Cuyana’s ethos is fewer, better. We wholeheartedly believe one can live a more fulfilling life with fewer things, especially when they are made better. As we celebrate our 10 year anniversary, we are grateful for the ways our community has embraced fewer, better with us. We want to thank our customers for showing up for us by showing up for them, this time with a new iteration of our ethos. We’re kicking off our 10-year celebration with a brand-new retail experience: Cuyana In Motion: A Traveling Showroom launched in collaboration with Toyota on June 10, 2021 in Los Angeles.
Over the last year, we stayed connected with our extended community digitally as we all experienced a new, physically distant way of life. With the worst of the pandemic behind us in the U.S., we are thrilled to celebrate the ability to reconnect in person. Cuyana In Motion is more than a new kind of store — it is a manifestation of the beauty and excitement of IRL experiences and connections.
Cuyana In Motion is the first of its kind: a retail store designed with the brand presence of a permanent store combined with the flexibility of a retail popup. This innovative expression challenges the assumptions upon which most retail experiences are currently based. With Cuyana In Motion, Cuyana is no longer tied to fixed locations and leases in order to deliver a premium physical expression of our brand. In this new collaborative retail model, brands and landlords work together, hand-in-hand, to create high-end shopping and community-led experiential programming
Cuyana In Motion is the first expression of the innovative Toyota Agile Space (TAS) concept, reimagining urban spaces for multiple new uses and applications. Noticing Cuyana’s hallmarks of brand innovation and sustainability, Toyota chose to partner with us to pioneer this first ever of its kind retail application . Cuyana in Motion: A Traveling Showroom will occupy the equivalent of just eight parking spaces, allowing shopping centers to monetize space that is not typically counted among their GLA (Gross Leasable Area).The micro-concept is built modularly to break down and re-locate on a flatbed truck and be re-built in a new location within a week. It offers a showroom version of our typical IRL shopping experience and will gather customer information to generate leads and garner impressions. This will allow Cuyana to reach more new customers who have not yet been exposed to the brand and nimbly test new locations with real-word data before committing to an expensive long-term lease.
The experience of the shop itself is a perfect union of Cuyana’s fewer, better ethos and Toyota’s philosophy of Kaizen. Kaizen is the Sino-Japanese word for improvement, or changing for the better. By improving standardized programs and processes, Kaizen aims to eliminate waste and redundancies, which is the Toyota Way. Cuyana in Motion: A Traveling Showroom will feature a curation of our best-selling bags, small leather goods, accessories, and jewelry from our 10 years in business. The specially curated collection is the essence of both fewer, better and Kaizen: a thoughtful assortment of timeless, high-quality essentials — everything you need, and nothing you don’t — that seamlessly helps us ease back into life.
We are incredibly excited to finally debut this concept focused on innovation and design while delivering exceptional service and accessibility. Our goal is to reimagine shopping in the post-pandemic era and bring Cuyana’s fewer, better philosophy directly to an even wider set of sustainability-minded customers. And of course, we can’t wait to see our community face-to-face.
