Core77

Not to be outdone by other retailers simply putting together pop-up stores to showcase their wares, Chanel is pushing their brand with a full-size travelling pop-up museum, designed by Zaha Hadid no less. The edifice, officially known as the Chanel Mobile Art Pavilion, opened this morning on Central Park's Rumsey Playfield, marking the start of the New York leg of the Pavilion's five city tour, and also the first time one of Hadid's super-swoopy designs has actually been constructed in the Big Apple.

Reviews of the pavilion and show within are equally impressed and amused, and we have to admit, even if you build a huge ridiculous egg-like thing and populate it exclusively with art based on an expensive handbag, it still makes for some great photos. Local shopping blog Racked has an impressive photo gallery with reluctantly positive commentary; see it here. And if you're in New York and want to take a look in person, get in line: the only remaining tickets to be had are handed out in small batches at 8am each morning.