Anya Hindmarch Village adds pop-up 'greengrocer'

By

Nigel TAYLOR

Published
Aug 24, 2021

Engaging concepts to entice shoppers are just as essential at the top end of the market and until International tourists return in numbers, stores are having to be extra creative to attract those extra shoppers.

Now the Anya Hindmarch Village in London’s Chelsea has just got (temporarily at least) bigger.The designer’s Fruit & Veg greengrocer store concept has just arrived at its Village Hall (11 Pont Street) and will remain until  25 September.

The store is inspired by a traditional greengrocer with piles of fruit and veg stacked outside in crates, and even a traditional till and scales. However, stickers on the fruit are collectables, featuring winking eyes on boxes, while there are piercings on lemons and knickers on peaches.

Limited-edition merchandise will also be available, including Raffia baskets and string bags for life as well as water bottles, coffee cups, tea towels, aprons and baseball caps all bearing the Fruit & Veg logo. In addition there will also be nylon charms featuring fun fruit and vegetables.  

“I always loved the idea of The Village being a real community and having all kinds of things pop-up that you would normally find in a village…a butcher, a baker, and a candlestick maker. It feels apt to reimagine the essential fruit and veg store for our type of village,” said Hindmarch. 

She added: “A greengrocer is a great part of any busy village as the heart of the community as well as a place to buy your groceries and catch up on the local news. The Anya Fruit & Veg Store is set to be all of this and more”.