The outbreak of covid-19 shocked UK’s retail sectors. According to experts from the fashion platform www.STYLESPRING.co.uk, last year saw the closing of 17,500 venues, some of which are chain stores. This is a huge 48 venue closures per day. As the country is gradually easing restrictions, London’s West End has launched a new program to attract shoppers back to the streets.
The pop-up venture is the result of a collaboration between the New West End Company, the Westminster City Council and the landlord Crown Estate. And the council has designated up to £5,000 for brand marketing and erecting installations in the area.
According to the released statement, the program has been masterminded to provide a place in London’s West End for up-and-coming talent to showcase their designs.
The Associate Director of the New West End Company said that they are eager to embrace this new concept to make sure that the area remains on top of current and future fashion trends. The pop-ups will create a fresh topography that will bring life to West End’s retail and leisure facilities after covid-19.
The program will take place in the vicinity of Regent Street, Mayfair and Oxford Street and will go on for three months. It will consist of a variety of events and activities that will encourage social engagement among shoppers.
The pop-up will focus on innovative businesses in four categories. Fashion Laboratories will give up-and-coming designers the chance to showcase their sustainable wares. Dreamscapes will build immersive spaces to give visitors a more hands-on shopping experience. Mixed Reality Spaces will showcase mixed-media installations. And finally, Wellness and Well-Being will be all about encouraging shoppers to lead healthier lifestyles.
Cutting-edge British designers, such as Alexander McQueen, have always viewed the West End as the perfect location for their businesses. Now this new venture will enable fresh up-and-coming creatives to show off their innovative designs, as well as support the vibrant ecosystem of the West End.
It is hoped that the project will prove a hit with both residents, as well as local and international visitors. A representative from the Westminster City Council has said that they are planning even more pop-ups in the future to support budding designers and encourage visitors to explore the city.