The next iteration of Marc Jacobs‘ season of “Joy” will unfold with the Marc Jacobs Joy Soda Shop at The Standard, an immersive, limited-time pop-up experience in New York City.

Through Oct. 31, this full-scale takeover reimagines The Standard’s iconic Soda Shop through the lens of Marc Jacobs’ playful, rebellious aesthetic. The takeover further amplifies the mission of Marc Jacobs’ “Joy” initiative, which merges art, fashion and cultural moments to deliver an experience that redefines the intersection of fashion and hospitality.

As reported last month, Jacobs unveiled its ongoing theme with the next chapter of “Joy,” “both as the muse and the message,” with a limited-edition, artist-led capsule collection, eight cultural collaboration partnerships and immersive pop-up shop experiences that explore Jacobs’ intersection of fashion and art. Each artist created their own interpretations of Jacobs’ signature silhouettes, ranging from the Tote Bag and Snapshot to ready-to-wear, accessories and wallets, through the lens of joy as wearable fashions. Derrick Adams’ works celebrated the color and movement through vibrant geometric styles; David Shrigley featured wit and humor through banana motifs and Hattie Stewart leaned into a trippy take on optimism through Pop-Surrealist florals.

The Standard’s space will be transformed with a joy-inspired interior featuring collective matchbooks, branded coasters, floral installations and custom decor — all designed to bring to life the limited-edition capsule collection codesigned with artists Adams, Stewart and Shrigley.

At the soda shop, guests can partake in a specially curated joy-themed menu, where each dish and drink draws inspiration from the artists’ interpretations of joy. Highlights include the MJ Soho Sundae, crafted with Jacobs’ favorite toppings; the MJ Daisy Daiquiri; Joy of Banana Hard Shake; Players Old-Fashion; The Trippy Sippy; the Joy Dog; Double-D (ice) Burger and Happy Happy Frites.

At The Standard, joy extends into the library, where a gallery installation will showcase campaign imagery from the featured artists alongside a retail pop-up offering signature pieces from the collection items from partner brands including Crayola, Moleskine, Maxbone pet accessories, Gibson guitars, Shut and Converse, which will be available for purchase. A giant Moleskine notebook stationed in the lobby invites guests to express their own joy through drawings or written reflections.

“We’re thrilled to continue our global partnership with Marc Jacobs with the launch of Marc Jacobs Joy Soda Shop at The Standard, High Line. This moment is a celebration of creativity in all its forms, and we are proud to be able to continually create unique and immersive experiences for our guests at our properties around the globe,” said Karl Evans, head of brand marketing and culture, The Lifestyle Group, Hyatt.

The latest installation builds on a growing series of cultural activations from Marc Jacobs and The Standard. The partnership debuted at Sundance Film Festival in January, where Jacobs’ Bookmarc concept popped up in Park City, Utah, followed by the launch of Bookmarc BookClub at The Standard, offering appearances and signed books by celebrated authors around the world.

Throughout this month, the collaboration expands with a robust lineup of experiential programming, including live performances with Gibson, a Maxbone Joy happy hour, a special Derrick Adams x Bookmarc moment, among other events.

“Joy” is a global, season-long celebration that marks one of the brand’s most ambitious and expansive creative efforts in recent years, evolving into a 360 cultural moment.