Recently, a multitude of pop-up shops began to proliferate Britain’s high streets with a number of successful ventures transitioning into established retailers. For example, men’s fashion retailer The Dandy Lab began as a 6-week pop-up shop in December 2014 and until recently was located in Spitalfields with the aim “to provide not just a platform for British makers to sell their products, but also for retail technology companies and start-ups to showcase their technologies and test them in a real customer-facing environment,” says co-founder and knitwear designer Julia Bainiaksinaite in conversation with Helen Hoddinott of Marketing magazine.
Another scheme developed in collaboration between Pop-Up Britain and Birmingham’s Bullring shopping centre in early 2014 provided almost 100 entrepreneurs with the opportunity to reach thousands of potential consumers with their products, in a unit that these new retail start-ups would not have, individually, been able to afford. Sophie Giblin, founder of art gallery, Kollektiv, says, “It’s not just about the money. Pop-up stores enable us to interact with our customers, as well as helping the high street and local community.” Additional advantages of pop-up shops are that as the shops are temporary, they offer those behind the businesses the chance to provide an experience to current and potential consumers. Then, if the brand delivers consistently on their promise, meeting or exceeding consumer expectations, in doing so they reinforce their positioning and credibility. As Fill writes, “This allows entrepreneurs the opportunity to develop positive brand associations through to the point of purchase,” while showing the brand in a new, positive light that may not have been readily apparent to consumers prior to the creation of the pop-up shop, particularly in the case of retailers which are predominantly online-only.
A brand in east London who recently opened a pop-up shop, due to their permanent boutique being renovated, are Hostem. As Knas writes, the temporary outlet is “inspired by the works of artist Oscar Tuazon and the space features site-specific oak wood structures that serve as the basis of the display. With women’s and men’s ready-to-wear on show, artworks by Graham Collins, Lucien Smith and Hungarian artist Kika Karadi are decorating the store, creating a gallery-like feeling. Complemented by everything white and concrete, the pop-up is a crossroads for fashion, design and art.” The sparse design and clear layout of the Hostem pop-up shop allows the brand to showcase their brand identity. An identity which focuses on delivering exceptional products and outstanding customer service. Hostem state that, “Our discreet and omnipresent team remains on hand to offer the same personal and private Hostem experience, with an evolving emphasis on our collaborative spirit as a holistic destination for fashion, art, and design in the heart of east London.”
Of the pieces stocked, several established names are nestled alongside up-and-coming brands, such as Cherevichkiotvichki, Comme des Garçons, Heikki Salonen, Raf Simons, Thom Browne, Yohji Yamamoto and the second collaborative collection between British brand Mackintosh and Japanese retailer Hyke, amongst others.
The Hostem pop-up shop is located at 28 Old Nichol Street, London E2 7HR. Opening hours are: Monday – Saturday 11:00am – 19:00pm and Sunday 11:00am – 17:00pm.
Selected items can be purchased online at Farfetch.