{"id":11972,"date":"2026-01-25T14:09:00","date_gmt":"2026-01-25T14:09:00","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=11972"},"modified":"2026-07-17T10:28:16","modified_gmt":"2026-07-17T10:28:16","slug":"5-luxury-brands-that-bet-big-on-pop-up-stores","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/","title":{"rendered":"5 Luxury Brands That Bet Big on Pop-Up Stores"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#Hermes_The_%E2%80%9CHermesmatic%E2%80%9D_Concept\" title=\"Herm\u00e8s: The \u201cHerm\u00e8smatic\u201d Concept\">Herm\u00e8s: The \u201cHerm\u00e8smatic\u201d Concept<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#Alexander_Wang_x_Adidas_Originals_The_Mobile_Pop-Up\" title=\"Alexander Wang x Adidas Originals: The Mobile Pop-Up\">Alexander Wang x Adidas Originals: The Mobile Pop-Up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#Louis_Vuitton_x_Supreme_Limited-Time_Global_Activations\" title=\"Louis Vuitton x Supreme: Limited-Time Global Activations\">Louis Vuitton x Supreme: Limited-Time Global Activations<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#Ready_to_launch_your_pop-up\" title=\"Ready to launch your pop-up?\">Ready to launch your pop-up?<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#Chanel_The_%E2%80%9CCoco_Game_Club%E2%80%9D\" title=\"Chanel: The \u201cCoco Game Club\u201d\">Chanel: The \u201cCoco Game Club\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#IWC_Schaffhausen_A_Heritage-Focused_Pop-Up\" title=\"IWC Schaffhausen: A Heritage-Focused Pop-Up\">IWC Schaffhausen: A Heritage-Focused Pop-Up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#What_These_Luxury_Pop-Ups_Have_in_Common\" title=\"What These Luxury Pop-Ups Have in Common\">What These Luxury Pop-Ups Have in Common<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thestorefront.com\/mag\/5-luxury-brands-that-bet-big-on-pop-up-stores\/#Nicholas_Roberts-Moore\" title=\"Nicholas Roberts-Moore\">Nicholas Roberts-Moore<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>\u00a0Luxury brands use pop-up stores strategically \u2014 not as discount outlets or short-term sales tactics, but as carefully curated brand moments. From limited-edition collaborations to immersive experiential installations, temporary retail has become a powerful extension of high-end positioning.<\/p>\n\n\n\n<p>For a deeper look at the strategic thinking behind these activations, read our guide to <a href=\"https:\/\/www.thestorefront.com\/mag\/3-reasons-why-luxury-brands-should-bet-on-pop-up-shops\/\">why luxury brands use pop-up stores<\/a>. For a broader industry overview, explore <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-strategies-by-industry\/\">pop-up shop strategies by industry<\/a>.<\/p>\n\n\n\n<p>Below are five examples of luxury brands that used temporary retail to generate attention, reinforce exclusivity and create cultural impact.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hermes_The_%E2%80%9CHermesmatic%E2%80%9D_Concept\"><\/span>Herm\u00e8s: The \u201cHerm\u00e8smatic\u201d Concept<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"https:\/\/www.thestorefront.com\/\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/luxe.jpg\" alt=\"Hermes luxury pop up stors\" class=\"wp-image-11976\"\/><\/a><\/figure>\n\n\n\n<p>To celebrate the 80th anniversary of its iconic silk scarves, Herm\u00e8s launched \u201cHerm\u00e8smatic,\u201d a traveling pop-up concept that allowed customers to re-dye their scarves free of charge within 48 hours.<\/p>\n\n\n\n<p>The activation toured cities including Paris, New York, Los Angeles, Amsterdam and Kyoto. Rather than focusing on new product sales, Herm\u00e8s emphasized craftsmanship, heritage and sustainability.<\/p>\n\n\n\n<p>By turning product maintenance into an event, the brand reinforced loyalty and extended the lifecycle of a signature item \u2014 all within a visually immersive, color-driven temporary space.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Alexander_Wang_x_Adidas_Originals_The_Mobile_Pop-Up\"><\/span>Alexander Wang x Adidas Originals: The Mobile Pop-Up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For the launch of the Alexander Wang x Adidas Originals collaboration, the brands opted for a mobile retail concept rather than a traditional storefront.<\/p>\n\n\n\n<p>A branded truck traveled through New York, London and Tokyo, with fans tracking its location through Snapchat. The capsule collection was sold exclusively through this mobile pop-up at launch.<\/p>\n\n\n\n<p>The strategy created urgency, digital buzz and global anticipation while maintaining tight control over distribution \u2014 a strong example of how scarcity and mobility can amplify exclusivity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Louis_Vuitton_x_Supreme_Limited-Time_Global_Activations\"><\/span>Louis Vuitton x Supreme: Limited-Time Global Activations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"https:\/\/www.thestorefront.com\/\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/luxe-1.jpg\" alt=\"\" class=\"wp-image-11973\"\/><\/a><figcaption class=\"wp-element-caption\">\u00a9 Louis Vuitton x Supreme<\/figcaption><\/figure>\n\n\n\n<p>When Louis Vuitton partnered with Supreme, the collaboration was supported by a series of pop-up stores in key cities including Paris and New York.<\/p>\n\n\n\n<p>The spaces were designed to feel intimate and highly curated. Access was controlled, lines were monitored and inventory was limited. The result was immediate sell-outs and significant media coverage.<\/p>\n\n\n\n<div class=\"s2p-cta\" style=\"border:1px solid #DDDDDD;border-radius:14px;padding:22px 24px;margin:32px 0;font-family:inherit;background:#FFFFFF\">\n<p style=\"margin:0 0 8px;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:700;color:#4A494B\">For brands<\/p>\n<h4 style=\"margin:0 0 6px;font-size:19px;line-height:1.3;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Ready_to_launch_your_pop-up\"><\/span>Ready to launch your pop-up?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p style=\"margin:0 0 16px;font-size:14.5px;color:#4A494B;line-height:1.5\">Find and book your short-term retail space with Storefront.<\/p>\n<a href=\"\/\" style=\"display:inline-block;background:#5DD297;color:#1A1A1A;font-weight:700;font-size:15px;padding:12px 22px;border-radius:9px;text-decoration:none\">Find a space<\/a>\n<\/div>\n\n\n\n\n\n<p>The temporary format reinforced the exclusivity of the capsule collection and transformed product release into a cultural event.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chanel_The_%E2%80%9CCoco_Game_Club%E2%80%9D\"><\/span>Chanel: The \u201cCoco Game Club\u201d<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\/\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/luxe-2.jpg\" alt=\"Chanel Coco Game Club pop-up\" class=\"wp-image-11977\" style=\"width:510px;height:auto\"\/><\/a><\/figure>\n\n\n\n<p>Chanel\u2019s \u201cCoco Game Club\u201d pop-up, hosted on the rooftop of Galeries Lafayette in Paris, blended beauty retail with interactive entertainment.<\/p>\n\n\n\n<p>The space featured arcade-style games, DJ sets and influencer events centered around the launch of its \u201cRed Coco\u201d beauty collection. Rather than simply showcasing products, the activation created an immersive, shareable environment.<\/p>\n\n\n\n<p>This approach aligns closely with broader experiential retail trends, where atmosphere and engagement are as important as the product itself.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"IWC_Schaffhausen_A_Heritage-Focused_Pop-Up\"><\/span>IWC Schaffhausen: A Heritage-Focused Pop-Up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"https:\/\/www.thestorefront.com\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/luxe-3.jpg\" alt=\"IWC Schaffhausen: A Heritage-Focused luxury brand Pop-Up\" class=\"wp-image-11975\"\/><\/a><\/figure>\n\n\n\n<p>To celebrate its 150th anniversary, Swiss watchmaker IWC Schaffhausen opened a two-storey <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/causeway-bay\/retail\" class=\"ek-link\"><strong>pop-up in Hong Kong\u2019s Causeway Bay<\/strong><\/a>.<\/p>\n\n\n\n<p>The space combined interactive installations with historical storytelling, tracing the evolution of the brand while displaying key timepieces. The activation served as both an exhibition and a retail environment.<\/p>\n\n\n\n<p>By integrating heritage, press engagement and customer interaction into a temporary format, IWC demonstrated how pop-ups can reinforce long-term brand equity rather than dilute it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_These_Luxury_Pop-Ups_Have_in_Common\"><\/span>What These Luxury Pop-Ups Have in Common<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Although each activation was distinct, they shared several strategic characteristics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A focus on exclusivity and limited access<\/li>\n\n\n\n<li>Strong alignment with brand identity<\/li>\n\n\n\n<li>Careful city selection in global fashion capitals<\/li>\n\n\n\n<li>Immersive environments designed for media and social amplification<\/li>\n<\/ul>\n\n\n\n<p>Luxury brands succeed with pop-ups when the format feels intentional and elevated. Temporary retail becomes a curated brand experience \u2014 not a compromise.<\/p>\n\n\n\n<p class=\"has-text-align-center\">&nbsp;<\/p>\n\n\n\n<div class=\"s2p-author\" style=\"display:flex;gap:16px;align-items:flex-start;border-top:1px solid #DDDDDD;margin:36px 0 0;padding:22px 0 0;font-family:inherit\"><img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/81a334e8fd6a5f1a536f76a4b7ac02be?s=96&#038;d=mm&#038;r=g\" alt=\"Nicholas Roberts-Moore\" width=\"64\" height=\"64\" style=\"width:64px;height:64px;border-radius:50%;flex:0 0 64px\"\/><div><p style=\"margin:0 0 4px;font-size:11px;letter-spacing:.12em;text-transform:uppercase;font-weight:700;color:#4A494B\">Written by<\/p><h4 style=\"margin:0 0 6px;font-size:17px;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Nicholas_Roberts-Moore\"><\/span><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/\" rel=\"author\" style=\"color:#1A1A1A;text-decoration:none\">Nicholas Roberts-Moore<\/a><span class=\"ez-toc-section-end\"><\/span><\/h4><p style=\"margin:0 0 8px;font-size:14px;color:#4A494B;line-height:1.55\">Nicholas Roberts-Moore is Chief Marketing Officer at Storefront, based in London. He specializes in AI-powered marketing and the UK retail and real estate markets, helping brands turn short-term retail into measurable growth. A former journalist, he writes on pop-up strategy, retail trends, and the future of physical retail.<\/p><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/\" style=\"font-size:13px;color:#1A1A1A;font-weight:700;text-decoration:none\">More from Nicholas Roberts-Moore &rarr;<\/a><\/div><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Discover how Herm\u00e8s, Chanel, Louis Vuitton and other luxury brands used pop-up stores to create scarcity, generate buzz and strengthen brand positioning through temporary retail.<\/p>\n","protected":false},"author":67,"featured_media":11973,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[155],"tags":[],"class_list":["post-11972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",650,366,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",650,366,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",540,304,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1-150x150.jpg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1-300x169.jpg",300,169,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",650,366,false],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",650,366,false],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",650,366,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",650,366,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",650,366,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",540,304,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",140,79,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/01\/luxe1.jpg",120,68,false]},"qubely_author":{"display_name":"Nicholas Roberts-Moore","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/inspiration\/\" rel=\"category tag\">Inspiration<\/a>","qubely_excerpt":"Discover how Herm\u00e8s, Chanel, Louis Vuitton and other luxury brands used pop-up stores to create scarcity, generate buzz and strengthen brand positioning through temporary retail.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/11972","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=11972"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/11972\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/11973"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=11972"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=11972"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=11972"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}