Brands
The moving flagship: build it, rent it, or wrap it
Brands are putting flagship-grade retail inside trucks and vans. An Adidas seeding truck, a NARS glass showroom and a South Florida van-rental platform show three ways to pay for it.
Hospitality
Kohler's Lost Sheep food truck feeds the resort's most casual golf course
At The Baths of Blackwolf Run, Destination Kohler serves loaded bowls and cheese curds from a vintage Chevrolet truck it owns, a deliberately casual counterweight to a resort known for major championships.
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Hospitality
At Treehouse Silicon Valley, the beer garden's bar is a trailer
The first U.S. Treehouse hotel pours its seasonal Beer Garden from a green-and-timber draft trailer: a full bar that arrived on wheels and looks like it belongs to the brand.
Hospitality
Two Piaggio Apes and the 100-person coffee rush at Wildflower Studios
At Robert De Niro's vertical film studio in Queens, coffee comes to the crew on two three-wheeled Italian trucks built for the moment a whole soundstage breaks at once.
Retail
From pampas grass to brand activations: Birdie's flower-truck playbook
Cecelia Feathers had no floral background when she converted a Japanese Kei truck in 2020. Six years on, Birdie Floral Truck sells brands and event planners an experience, not just stems.
Brands
How Bitty & Beau's turned a striped trailer into a movement on wheels
The Wilmington coffee company built on hiring people with disabilities now tows its counter to schools, festivals and private events, putting its employees in front of customers in towns without a shop.
Business
The neighborhood bookstore is back. This time it comes to you.
From a 1949 Ford in Charlotte to a pink romantasy trailer in Troy, small mobile bookstores suggest that for niche retail, a store that moves may beat a store that stays.
Spotted around the world
All SpottedMobile Hospitality
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Hospitality
Montauk Yacht Club parked its poolside lunch in a vintage Airstream
At the Hamptons resort and marina, a polished Airstream called Yachtys feeds the family pool and the Great Lawn, sends lobster rolls anywhere on property, and doubles as a bookable event space.
HospitalitySpotted
The Little Well's one camper works weddings, offices and school picnics
Hotels, resorts, clubs, events and brands serving food, coffee and drink on the move, and the guest experiences built around it.
Retail on Wheels
All Retail
Retail
Mytheresa put its best customers' store on a trailer hitch
For just over five weeks, the online luxury retailer ran a customized Airstream around the Hamptons, booking top clients into private appointments at hotels and a vineyard on the East End.
Retail
Before the flagship, a 1959 Airstream: Nina Berenato's road to retail
Mobile boutiques, books, flowers, jewelry, fashion and the founders who took the store to the customer.
Brands on the Move
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Brands
Amaro Montenegro put an Italian aperitivo bar on wheels to win over America
Bar Monte, a copper-lined trailer towed by a vintage Jeep Wagoneer, took a Bologna amaro to American festivals and a bartenders' trade show as a tasting bar built to teach a ritual.
BrandsSpotted
Longbranch turned a horse trailer into a bourbon bar for its Texas story
Touring experiences, activations and pop-ups built by major brands.
Wellness
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Wellness
Saunas on wheels and water: four operators, four ways to sell the heat
From sauna boats on the Oslo Fjord to a tornado-tossed tool shed on Lake Ontario, four operators show what a mobile sauna buys a founder, and how each one charges for it.
Saunas, salons, studios, beauty and recovery concepts that travel to their clients.
Business + Design
All BusinessBusiness
What a mobile Airstream does for a brand
Mytheresa used an Airstream to reach top clients, Nina Berenato to test a new city, Toni Garrn to tour a charity market. What it did for its owners, and what it couldn't.
The strategy, economics and design behind businesses on wheels: models, vehicles, fabrication and scale.
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