Being a fashion student means I must constantly stay up to date on what is happening in the industry and what the big market players are doing. Currently, many brands are re-evaluating their business plans to prepare for the future. One question brands are asking themselves is whether or not large physical stores are necessary. The Kering group is tackling this question by testing out two different luxury pop-up stores in Shoreditch, London. Gucci and Bottega Veneta opened pop-up shops in my neighborhood, so I set out on a mission to check them out.
The Kering group manages the development of many luxury fashion houses and is testing placing pop-up shops in areas where regular stores would not normally be found. Gucci and Bottega Veneta stores are more likely to be found in Mayfair, a wealthy area of London, as opposed to Shoreditch. However, using pop-ups is a great way for businesses to increase brand awareness with low commitments. Shoreditch is a very artsy, hip area that is known for having many pop-ups. Pop-ups are exciting because many are only here for a short while so there is added consumer incentive to check them out before they are gone.
Gucci Circolo
Whitby St, London E1 6JT
Gucci Circolo Shoreditch is one of three temporary Gucci shops in Europe (the other two are in Milan and Berlin). The three pop-up shops are celebrating 100 years of the Gucci brand. The inside of the shop features goods that can only be found in Gucci pop-ups, making them very exclusive. The pop-up also includes a lounge where you can listen to music curated by friends of the fashion house, a reading room where you can browse rare fashion, art, and photography books, as well as a rooftop cafe. The outside of the shop is spray-painted to create a kaleidoscope effect, making it fit seamlessly into Shoreditch. Shoreditch is filled with big, beautiful spray-painted murals and artwork. The creative directors behind this pop-up knew exactly how to incorporate their store into the surrounding area and expose it to new consumers, while still maintaining the luxury and elusiveness of the brand. I have never entered a Gucci store before because the security guards are intimidating and I feel bad knowing I will not purchase anything. On the contrary, this Gucci pop-up seems inviting and I would recommend it to anyone who wants to give it a go!
Bottega Veneta
Redchurch St, London E2 7DD
The next pop-up in the area is the Bottega Veneta store. This pop-up is filled with pieces from the autumn/winter 2021 collection which features bright turquiose and green colors. Shop bags, menswear, womenswear, and shoes in store. I love the turqiouse color that is present throughout the collection. The A/W21 collection is very playful, and it seems like there is an emphasis placed on making streetwear fun and creative in a post-pandemic world. I was surpirsed how such an expensive and illusive brand like Bottega Veneta can fit so well into an artsy and non-traditionally wealthy area like Shoreditch. However, if I saw someone walking around Shoreditch wearing my favorite trousers or coat from the collection I would admire their outfit and think they fit right in. My favorite trousers from the collection are featured below and are covered in hundreds of green feathers. Immediately as I walked into the clothing section of the pop-up I spotted the turquiouse coat and loved it. The coat screams playful and cozy. I would style it with a pair of knee-high black boots. This coat is £18,000, so perhaps I will revisit it when I am an old and succesful woman.
Check out the Gucci and Bottega Veneta pop-up shops before they disapear!
XO, Alicia
I love to read about the new Alicia in London Blog and looking at the pictures of places I can not visit because I am in the USA. I am looking forward to more blogs in London.
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