I would like to create a similar contrast for my pop-up shop, creating a range in a location that you would not expect to find a Topshop. Almost so that once the customer has walked into the store, they are pleasantly surprised when they look down at the swing tags to find its actually a Topshop store.
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| Source: (http://www.drapersonline.com/independents/topman-general-store-shoreditch/5030028.article) |
So I loved to have experienced the Secret Store last year, but I felt it would be too soon to locate another pop-up shop in 214, which is why I chose Shoreditch instead. The idea of Shoreditch came from Topshop's younger brother Topman, who opened a General Store down busy Commercial Street, and recently in Covent Garden as well. The idea of the store was to create a minialistic concept store with minimal branding. It does not look or feel like a normal Topman you find on the high-street, but more like a 1940's vintage store with bare brick walls and wooden floors. It is so different to the Topman store we are all used to, that its easy to miss the Topman sign and walk straight past it! Check out some images of Topman's General Store.
