Popping Up in San Francisco

For the longest time, the New York-based label Phi has been a tough commodity to find in northern California.

But that changes on Sept. 2 when a Phi pop-up store materializes inside the Carrots boutique in San Francisco.

The new store within a store will launch with a cocktail event from 4 to 6 p.m. on Sept. 2 at the store owned by sisters Melissa and Carrie Grimm, who named their store after the family carrot farm, called Grimmway Farms. The cocktail party will feature the entire Fall ’09 collection and accessories created by the label’s Norwegian designer, Andreas Melbostad.

“Phi is a very sophisticated collection, and we're excited to have it in store for fall,” Melissa said. “We're the only store selling the line in northern California, so the exclusivity is very important to us. The chic, body-conscious styles are perfect for the urban women of San Francisco.”

Carrots is a luxury boutique that sits in the space once occupied by the famed restaurant Ernie’s, which closed its doors in 1999. The eatery was featured in the Alfred Hitchcock film “Vertigo.”