Multi-brand pop-up opens in heart of West End
One pop-up boutique. Twelve independent brands. One year. It adds up to an interesting initiative by Westminster City Council collaborating with Heart of London Business Alliance, West End landlord GPE, and Appear Here to give the dozen start-ups “an opportunity to be part of the London West End’s retail offer”.
It’s opened at 12 Piccadilly Arcade — set between Piccadilly and Jermyn Street — “to showcase a melting pot of sustainable fashion, homeware design and creative brands”.
Each month, the pop-up boutique will be home to one of 12 creative design brands, “all of whom are passionate about craftsmanship, creativity, and sustainability” with the space “acting as a living laboratory and working studio for a new and exciting brand”.
The first eight chosen brands are L. Saha, Lone Design Club, L.E.J London, Angie Power, CQ Studio, Supernaturae, TSAU, and Clio Peppiatt, with the other four brands to be announced soon.
All of the brands will be provided with a “completely unique creative retail space, and with this opportunity, new and emerging fashion, design, and creative businesses can now experience the world of bricks and mortar retail”, the collaborators said.
Debbie Jackson, Executive Director for Growth, Planning and Housing at Westminster City Council, said: “Since May 2021, Westminster City Council has been working with property owners and Business Improvement Districts, as we have recovered from the pandemic, to enable up-and-coming values-led brands to pop up for free in vacant retail space, growing their brand and profile, while permanent occupiers are sought.”
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