The Christmas season is truly upon us, with some of our favourite brands creating experiences that we can delight in. Immersive, curated and magical, here are the brand pop-ups around London this December
Cosmetic brands have always led the way in creating immersive and exciting popups and this year’s popups do not fail to deliver.
Glossier’s famous pop-ups have once again landed in London. The ‘Glossier Rooftop’, a full-scale installation that pays homage to the iconic London skyline, with the companies signature pink blended with traditional British florals to create a picture-perfect space to test products.
More than just a pop-up, Lush Labs has landed in London’s SoHo, which will feature revolving activations. Aimed at connecting to the community, the inaugural event will see shoppers interacting with 29 new fragrances perfect for finding the perfect festive scent.
For one weekend only, My Beauty Brand by Dazed was a pop-up experience in Soho, London. With engaging sales assistants from Chimera Recruitment, the pop-up was aimed at empowering self-worth and encouraging shoppers to become an influencer. With an MUA help, consumers would find their perfect look, take a quick snap and upload it to a public profile. Viewers can then shop the look, giving you a commission on products purchased through your profile.
Brands are encouraging consumers to find delight, offering playful and exciting narratives around gifting.
London is loving toy collaborations. Lego x The Savoy with the Twelve Rebuild of Christmas, with installations including a giant Lego Christmas tree and inviting children to play by building Christmas decorations.
Selfridges has welcomed FAO Schwartz on their fourth floor, encouraging play with a giant dance-on piano and events such as carol singing.
Louis Vuitton has been spreading the shopping love this season, launching their first gaming collab as well as opening a 3D printed pop up in Sydney. Whether it’s the current Virgil Abloh collaboration in New York or newly revamped London store, Louis Vuitton should be on your store list this season.
Social media giant, Instagram, has opened a pop-up in Selfridges. Our daily inspiration guide now has a physical space, bringing the digital IRL. Collaborating with 8 cult brands that were born on Instagram, the curated edits include ready-to-wear, jewellery, beauty and homeware.
Conscious consumerism and charitable spaces have popped up around major cities, encouraging people to give a thought and value-filled gift this Holiday season.
Catering to canines, Sainsbury’s opened a pet pop-up on Regents street which includes ‘silver service’ waiters serving dog snacks. While, US brand PetSmart, is inviting customers to buy or donate toys, both of which will be delivered to local organisations, including police departments and animal shelters.
UK-based Choose Love, the retail wing of non-profit Help Refugees has reprised its pop-up format in London and New York with an additional LA store for 2019 that allows customers to buy physical items such as blankets, life jackets, nappies, which are given directly to refugees in need.
Throughout Covid-19, the beauty industry has stepped up for its community and will continue to forge forward and reimagine the way we connect, commune and care for each other.
In a time of crisis, brands have a genuine role to play. Brands must show responsibility to their consumers, their employees and communities as they navigate uncertain times. Is a time for collective effort and creativity. It is a time for ‘we’, ‘us’ and ‘our’.