Mytheresa and Hani’s Bakery are turning 764 Madison Avenue into a limited‑time holiday destination where luxury fashion meets nostalgic sweets in NEW YORK CITY. Running from December 4–14, 2025, the Mytheresa x Hani’s Holiday Gift Shop is designed as an immersive “bakery‑meets‑boutique” that puts gifting, indulgence, and discovery under one roof.
Bakery meets boutique on Madison Avenue
The pop‑up brings together Mytheresa, a leading luxury multi‑brand digital platform, and Hani’s, a cult‑favorite Manhattan bakery known for its playful baked goods. Guests are invited into a space where the nostalgia of festive sweets meets the polish of high fashion, with displays mixing pastries and carefully curated gift edits.
Open daily from 11:00 AM to 7:00 PM, the Madison Avenue space is positioned as both a neighborhood hangout and a global luxury moment, tapping into uptown foot traffic at the height of gifting season.
Curated sweets and luxury gifting edit
On the food side, Hani’s Bakery is serving a tight menu of holiday favorites: brownies, cakes, tarts, pies, and tins overflowing with dainty cookies, plus beautifully wrapped bundt cakes and other giftable treats. Seasonal beverages and complimentary Saratoga Water round out the café‑style experience.
Alongside the pastry counter, Mytheresa is showcasing a curated selection of luxury gifts spanning accessories, fine jewelry, home décor, and the season’s most in‑demand ready‑to‑wear. The mix mirrors Mytheresa’s online positioning, where it features up to 250 designer brands with a focus on true luxury labels for a high‑end clientele.
Immersive, multisensory holiday concept
The space is styled to feel like an interactive winter wonderland. Elegant Cristofle silver trays punctuate displays, soundscapes from Bang & Olufsen speakers set the mood, and furniture from Lulu & Georgia adds a cozy, design‑led layer to the interiors. The goal is to deliver a multisensory journey – sight, scent, sound, taste, and touch – that turns a quick shopping stop into an experience.
By weaving Mytheresa’s gifting curation throughout the bakery environment, the collaboration encourages guests to move fluidly between savoring treats and discovering products, reinforcing the idea that modern luxury is as much about how it feels as what it costs.
Limited run, high-impact holiday moment
With its December 4–14, 2025 run, the Mytheresa x Hani’s Holiday Gift Shop leans into the urgency and excitement of a short‑term activation. The collaboration comes as Mytheresa continues to invest in experiential touchpoints in key markets, such as the United States, where it has reported strong luxury e-commerce growth and rising average order values.
