Squatting in the defensive trenches of the war against plastics, one’s thoughts may turn to the future of Tupperware (Orlando, FL). Few brands are as joined at the hip with the postwar plastics revolution as this iconic product. Will it survive in today’s plastiphobic environment? A surprising answer may rise from the concrete canyons of New York: Tupperware has unsealed its first pop-up installation in its almost 75-year-history on Mulberry Street.

The TuppSoho is a store with a built-in shelf life through Dec. 22 at 227 Mulberry St. The installation is “designed to engage and excite all generations of Tupperware fans,” said the press release, with hands-on product demonstrations and Instagram-worthy perspectives. They can also buy Tupperware products, which is groundbreaking in a way, because the polyethylene containers are almost exclusively sold through direct sales channels to this day. Those Tupperware parties of yore? Still happening, dude.

With the TuppSoho pop-up store, the “party” takes on a new dimension. It’s an opportunity for the brand, which is approaching its 75th anniversary, to show off newer products and to share culinary tips. It won’t come as a surprise in the current context that Tupperware is also highlighting its sustainability cred by reducing the consumption of single-use plastics and avoiding food waste.

“The opening of TuppSoho marks a monumental point in our brand’s longstanding history,” said Asha Gupta, Chief Strategy and Marketing Officer of Tupperware Brands, in a prepared statement. “We are giving access to our brand like never before. Tupperware has been an important part of how people interact with their kitchen and their food for decades. In fact, we are a cultural touchstone and we’re embracing that now by opening our doors for more people to experience the magic and depth of Tupperware,” said Gupta.

There’s no denying the cultural significance of Tupperware. The product has become such a part of daily life for generations that, like Kleenex or Frisbee, the brand name has largely supplanted the generic terms for those products. So, it’s interesting to consider that Tupperware initially failed to connect with consumers.