With world’s love for retail, Topshop has again shown its chameleon-like ability to move with the times. This week launching a ‘secret’ in-store pop-up shop. Topshop’s London (Oxford Circus) and New York stores have both adopted the strategy to offer specially-designed boutique and quirky collaboration pieces.
The Topshop Secret Store, thought to be a first for a high street chain, will be hidden inside the two shops so customers can discover the “secret” doorway by chance. It will be marked by a florist in the corner of each store.
Entrance to this opulent space will be via eclectic floral arrangements, colourful, mysterious and bespoke. Once inside, pieces will be displayed on antique furniture and inside vintage glass cases, and will include clothing, homeware, accessories and jewelry produced exclusively for the Secret Store. Pieces have a homespun feel, with some items hand finished so that each one is different and special. The Secret Store is a temporary fixture.
Designer collaborations includes: Meadham Kirchhoff, Nasir Mazhar, Maria Francesca Pepe, Emma Cook, Ann-Sofie Back, Michael Van Der Ham and Pamela Love. Two designers from Topshop Emerge will be available at the Secret Store as well featuring Tom Scott and Been d’Hygere.
An Overview 🙂