doors for an undisclosed period of time at stations such as: London Bridge, Old Street, and more.


venues — catering to those adventure seek- ers who are looking for authentic, different or limited edition dining experiences. Chefs can get feedback and either host another event or grow a following for a new one. Te Underground is getting in on the


action, too. Te branch of Crosstown Doughnuts that recently opened in Piccadilly Circus Station is in association with Appear Hear. Mallow and Marsh, gourmet marshmallows and I Am A, a ‘playful stationery’ pop up were recently in Old Street station too, courtesy of Appear Here. Look for other shops to open their


What’s on offer? It isn’t just a small business thing. Big brands are cashing in on the pop-up trend for the purpose of brand awareness, market research and affinity. Popular American fast-food chain Wendy’s held a 1-day only pop-up at Sway Bar in Holborn to sell burgers, fries and a drink in July 2017. Some proceeds went to a local charity, but according to some of the staff working the event, it was to see if London was ready for square burgers – Wendy’s previously had stores in London, but they closed. With the success of Five Guys, perhaps they are reconsidering this market.


Sometimes, pop-ups aren’t


selling anything. Instead, they are using the experience to showcase their products.


Rapper Skepta teamed up with Nike to


design a shoe called the Sk AIR. For the launch in October 2017, they went for a Moroccan-style souk-cum-nightclub pop- up. Uniqlo hosted Te Poundshop in December, a ‘garage sale’ style shop where jewelry, stationery and other gift items were selected from independent designers across the UK and were sold on the third floor of the Oxford Street location. Musician and artist JamieXX opened Drug Store for one week to promote his latest album. Online retailer Mr. Porter used a pop-up to collaborate with the release of the film Kingsman: Te Golden Circle. For five years now, ice cream maker


6 FOCUS The Magazine July/August 2018


www.focus-info.org


Flat Racing – the Derby


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