Popular New York fashion brand 3.1 Phillip Lim, which opened a stand-alone shop earlier this year in Harbour City, has now added a pop-up boutique on the island side. The store in Wing Fung Street, Wan Chai, takes the spot where local fashion brand Daydream Nation used to be and will stay there for the next 10 months. It's the first pop-up store in Asia for Lim. Created in collaboration with New York-based production and set designer Jonathon Beck, the shop will feature different collections from Lim in the months to come. For the opening, the exclusive holiday/resort and 2013 pre-spring collection is in store now, with the pop-up space the first to stock the pre-spring collection in Hong Kong. The façade and interior of the store will also change according to the different collections, focusing on juxtaposition of textures and treatments. A website, 31philiplim-hk-pop-up.com has been set up in coincide with the store opening. Each month, the store will feature a fashion icon, who'll share their styling tips mix-and-matching the Lim fashions. Bloggers Janice Lee of Popbee.com and Tina Leung of Tinaloves.com are confirmed contributors. The New York-based designer said the limited duration of the pop-up shop was the big challenge in putting up the project together. "The challenge was how to keep this space exciting over the 10-month period but to also do so in the most effortless way," he said from New York.