There’s a class of pop-up shops that have the tendency to look and feel a little thrown together. But The Rare Walk, Loro Piana’s well-conceived new store in Manhattan’s Meatpacking District, is in a league all its own.

The space, which will be open for one month only, looks like the Italian brand’s latest campaign come to life—and that’s by design. In the campaign, a group of acclaimed international dancers perform The Rare Walk, choreography that uses out-of-the-box movements to convey a single message: no matter where you’re going, there’s more than one path to get there.