Pop-up penguin

Macaroni Penguin store opening Friday May 1st 2009

Macaroni Penguin is a sub-Antarctic penguin. It’s that one with the super cute distinctive yellow bits on its head, given the name macaroni by some English explorers in the 18th century at a time when macaronisim was used to describe particularly flamboyant guys, or in this case, flamboyant penguins.

With that in mind Macaroni Penguin is also the name of Auckland’s latest pop-up store, open for just one month on Newmarket’s Teed Street. Taking the spot previously held by Stenbeck & Morse, Macaroni Penguin hosted its opening evening on Friday 1st May.

In the spirit of its flamboyant namesake, Macaroni have assembled a eclectic mix of labels that include PullYourSocksUp, Starfish, Alexandra Owen, Twenty-Seven Names, MAW, Le Specs, Laurie Foon, Sera Lilly, Richard Moore, Karen Walker Eyewear, Beth Ellery, Julia Fong and Kathryn Wilson.

The store design is the perfect mix of minimalist and contemporary quirkiness. In the window display the koru-shaped armrests on UFL’s ‘Capdell’ chairs threatened to steal the show from the collage of Richard Moore children’s wear.



But it was the industrial robot sculptures and the adorable penguin in the store front sign writing that really drew attention.

Inside Kathryn Wilson shoes and Le Specs glasses were a perfect complement to the featured collections.

Guests at the opening enjoyed a leisurely shopping experience as they sipped Vitamin Water and red wine from fluorescent plastic cups, although more than one guest was heard confessing they were scared of spilling something on the garments.



As pop-up becomes an increasingly popular option for retailers I can’t help but express sadness that Macaroni Penguin in all its cuteness will only be open for a month.

Amanda Haxton