7
ANALYSIS
Here Today,
Gone Tomorrow
A new retail concept, which gives the old notion of pop-up stores a makeover, has
provided Whiteleys with inspiration for the launch of its own fashion-led revamp
For years pop-up units have been regarded competitive among the capital’s retail. Pop
with a certain level of disdain. Landlords Stores takes the initial concept of a pop-up
were put off by make-shift stores that boutique, but JLL associate director Ellen
failed to match the style or mix of their Lewis has expanded the idea from one store
centres. But with soaring vacancy to an entire floor of pop-up boutiques.
levels, the idea of a quick fix in the form “It’s exciting to work with a landlord that
of temporary lets is one that can’t be embraces change and sees the need to
overlooked. evolve the brand,” says Lewis. “Consumer
Entrepreneur Brian MacShane, an shopping habits have changed dramatically
Antipodean who has worked at Espirit and in the last five years, so it’s vital that shopping
Mambo, saw the need for quick and easy environments align with customer demand.”
solutions to vacant space. Putting a high- Pop Stores at Whiteleys will have five
fashion spin on the pop-up store of old, pop-up boutiques on continuous rotation.
MacShane devised and co-founded Pop One will house the first pop-up FrostFrench
Store: a high-design roving fashion store that store with womenswear designed by Sadie
stocks new and unique brands. Frost and Jemima French, while MacShane’s
“A lot of retailers are closing stores and Pop Store will occupy another.
we saw an opportunity to use those empty MacShane is particularly excited about
spaces in a creative way,” explains MacShane. the part Pop Store will play in Whiteley’s new
The concept relies on a ‘here today gone direction. “The creation of the pop-up zone
tomorrow’ approach, marketed as a way has allowed us to fully flex creatively in terms
to bring excitement and spontaneity to UK of store design, as well as the product mix.
shopping centres. We hope with Whiteleys we have put some
Pop Store launched in Brent Cross in May fun back into shopping,” he says.
last year, where it traded for two months In the other pop-up units are retro
introducing worldwide brands to North American brand Junk Food; a series of shops,
London, such as Le Spec sunglasses from galleries and installations called the ‘Transit
Australia and the infamous T-shirt range from Lounge’; and a theatrical space stocking
New York-based Christopher Lee Sauve. It a nationwide rollout, with centres including jewellery from Tom Binns, homewear brands,
then landed at Highcross Leicester between Bluewater, Kingston, Bristol and Birmingham’s and accessories.
November 2009 and January 2010. Bullring in the pipeline. “The whole ‘Pop Store’ concept gives
General manager at Highcross, Tom The next big opening is at Whiteleys consumers something that is exclusive and
Nathan, wanted new openings to coincide Shopping Centre in Bayswater, West London. discovery-driven, as many of the products
with the busy Christmas period. Pop Store Whiteleys was London’s first department on sale tend to be limited editions or limited
was ideal, as the shorter lease and minimalist store in 1912 and flourished for years. But quantities selling in a short timespan,” adds
shop fit allows the flexibility to be more as the lure of the West End intensified, the Lewis. “With rotating retail brands and store
creative and to open up quickly. “We’re store fell into decline and closed in 1981. It’s environments, customers can experience
committed to giving our customers as much grand reopening, this time as a 300,000 sq ft and purchase something different with every
choice as possible, and adding high profile shopping centre, followed in 1989. visit.”
stores to Highcross complements our retail Although Whiteleys’s boasts old-time
mix perfectly,” comments Nathan. charm, landlord Jones Lang LaSalle wants to Find out more:
The success of a pop-up store that fills bring the retail side up to date. The launch For more information, please contact the author or
vacant space and meets the standards of Pop Stores at Whiteleys on 25 March visit the website:
of fashion-focused shopping centres was coincides with the centre’s new fashion www.shopping-centre.co.uk/marketing
inevitable. Already Pop Store has plans for focus, which aims to make Whiteleys more lauren.vanderkar@jldmedia.com
www.shopping-centre.co.uk March 2010 SHOPPING CENTRE
07-SCMar10-Analy2.indd 7 16/3/10 14:30:42
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