BOXPARK, which claims to be the world’s first pop up mall, opened this week in the British capital’s Shoreditch neighborhood. The mall is expected to last for five years, and there are already plans to create a European version next year.
The mall, like true pop up stores, can be moved anywhere around the globe. It’s already home to 60 labels, including Nike, Puma, and Lacoste L!ve. BOXPARK also has popular London streetwear labels such as Abuze and Boxfresh.
There are currently plans for a second London site and two regional UK sites by the end of 2013. The Dutch capital Amsterdam is a likely contender for the European location towards the end of 2012, reports Drapers.
I think this is a great idea to attract consumers. Pop up stores create a ton of buzz and instill the “I gotta have it now” attitude in shoppers. Many retailers and designers are already on the pop up bandwagon. Chicago designers such as Lauren Lein are currently hosting their own pop up stores for the holiday season. And just last week, Christian Dior opened his first pop up store in Miami.
I, for one, would love it if fashion houses and high-end designers would come to Detroit for a limited time. Who wouldn’t take advantage of that?Tags: Abuze, Boxfresh, BOXPARK, Lindsay Lewis, London, Nike, Pop up mall, Puma