This week, the worlds of fashion and film collided at The Standard, High Line, where Marc Jacobs unveiled the next chapter of his partnership with the hotel brand. The premiere of Sofia Coppola’s new film Fairyland was the highlight of the night. Alongside this, the Marc Jacobs JOY Soda Shop opened—a limited-time pop-up that transformed the iconic Standard Soda Shop into a playful brand playground.

The space was a vibrant reflection of Marc Jacobs’ JOY campaign, with playful bites and drinks alongside visuals from collaborators David Shrigley, Derrick Adams, and Hattie Stewart. Guests, including Coppola herself, her daughter Romy Mars, Emilia Jones, Adam Lambert, Andrew Durham, Scoot McNairy, Dascha Polanco, and Derrick Adams, mingled under the neon installation, cocktails in hand.

Images courtesy of Marc Jacobs

This installation is the latest in a growing series of activations between Marc Jacobs and The Standard. The partnership first came to life at the Sundance Film Festival in January, when Marc Jacobs’ beloved Bookmarc concept popped up in Park City, offering festival-goers a pause from the red carpet with a literary escape. Later, the Bookmarc Bookclub at The Standard brought signed volumes and author appearances to New York, cementing the collaboration as a recurring one.

The JOY Soda Shop, which is open through October, will host a series of experiential events. Expect live acoustic sets from emerging Gibson Guitars artists, a Paws & Play evening on the Standard Plaza featuring New York’s top pet influencers, and a conversation with Derrick Adams exploring art and identity. 

Images courtesy of Marc Jacobs

Marc Jacobs continues to blur the lines between fashion, art, and experience, creating moments that are as immersive as they are JOYful.

The JOY Soda Shop will be open to the public until October 31st at The Standard, High Line