Marc Jacobs opens Joy Diner at The Standard in NYC

Marc Jacobs opened on Thursday the Joy Diner at The Standard, a limited-time takeover of the hotel’s Soda Shop in downtown New York.

Running until October 31, the pop-up blends fashion, art, and hospitality through an immersive diner experience designed around the house’s playful, rebellious aesthetic and the theme of “Joy” referencing the season-long theme Marc Jacobs introduced in late July.

Notably, the space has been transformed with branded interiors, collectible matchbooks, floral installations, and décor that ties back to the limited-edition capsule collection co-designed with artists Derrick Adams, Hattie Stewart, and David Shrigley unveiled in September. 

Guests can also order from a themed menu featuring items like the MJ Soho Sundae, Joy of Banana Hard Shake, MJ Daisy Daiquiri, Double-D(ice) Burger, and Happy Happy Frites.

Beyond the diner, the activation extends into The Standard’s Library with a gallery showcasing campaign imagery from the featured artists alongside a retail pop-up. Shoppers will find capsule pieces and collaborative items with partner brands including Crayola, Moleskine, maxbone, Gibson, Shut, and Converse. A large Moleskine notebook will be installed in the lobby for visitors to add their own drawings and reflections on “Joy”.

The diner follows earlier activations from Marc Jacobs and The Standard, which began at the Sundance Film Festival with a Bookmarc pop-up and later expanded into Bookmarc Bookclub programming. October’s New York iteration will also feature live performances with Gibson, a maxbone Joy happy hour, and a special Derrick Adams x Bookmarc event.