Live brand experience: Topshop opens pop-up shop offering unique collections
Date: 2011-06-15
Fashion fans will be interested to hear that Topshop has jumped on the bandwagon of the new craze for pop-up shops, with a live brand experience in its London and New York stores. The high street store unveiled its pop-up shop in Oxford Circus and New York at the end of May, which is designed to promote its unique collections. The brand experience is hidden amongst Topshop's other offerings, so only those willing to hunt will be able to enjoy the goods they find, which include boutique items and designer collaborations. The goods include Nasir Mazhar headpieces, 50's style lingerie by Emma Cook, a net bag from Ann-Sofie Back and scarves from Steven Morris. Topshop follows in the footsteps of Tommy Hilfiger, which recently opened a live brand experience in Covent Garden, as part of a worldwide tour to promote its preppy collections. This week, Hilfiger's pop-up shop has landed in Singapore to showcase its fashion at the 2011 TFWA Asia Pacific show. Posted by Elizabeth Mewes |
