Frankies Bikinis launches pop-up in Selfridges
LA-based swimwear brand Frankies Bikinis will open a short-term pop-up in London department store Selfridges on Friday with the store saying open until July 28. It’s the first pop-up the brand has opened outside of its domestic market.
The space has been designed as a bespoke shopping area in the retailer’s Body Studio and offers both the current SS19 collection and a limited edition range that includes a reflective ‘Silver Swimsuit’ and ‘Silver Bikini’, both of which are exclusive to the store.
The design of the pop-up reflects the line’s "bright and contemporary” feel with the use of materials such as perspex and plenty of neon colours.
Selfridges has become known as the home of quirky pop-ups and exclusives in recent periods and they’re a key attraction that helps drive footfall to the London flagship. The store sees footfall of more than 1.5 million people every week and is located on Europe’s busiest shopping street so exposure there is important for brands both large and small.
As well as the pop-up, the Frankies brand, which was founded by Francesca Aiello, is also being showcased within the high-impact Sun & Swim OOH billboard advertising in the Oxford Street and Duke Street windows with a bespoke digital treatment from digital artist and art director Jon Emmony.
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