This is something of a hybrid, straddling that awkward divide between an RMU (a retail merchandising unit) and a pop-up store. It’s actually in the middle of Westfield London’s lower level and is one of a number of temporary stores that cleave the long public areas in two.
This pop-up is, somewhat predictably, located a few metres from the Fred Perry store, but is a real eye-catcher owing to the combination of home-made chic and a relatively high-tech light box effect.
The home made part is the bolted chipboard boxes, to which graphics have been attached, ranging from Manga Fred Perry-wearing characters, to style-catalogue cut-outs of the garments that can be bought in this store.
The high(er) tech bit is that some of the boxes are internally lit and have a built in rail, where Fred Perry shirts hang: exact replicas of the adult versions; just scaled down. There’s even a cash desk built into one of the boxes, although you wouldn’t know unless you got up close.
The pop-up is also acting as a test bed for this extension of the Fred Perry brand into childrenswear. The pop-up will be in place until January, but the assistant manning the space said if it proves successful it will be incorporated into the main range in the permanent shop.
Something similar was also being done by H Samuel and watch brand Fossil, but Fred Perry looked more well-thought through when compared with the standard counter in a cut-back container that comprised the H Samuel unit. While the Fred Perry space continues to trade, the H Samuel one was scheduled to trade for six days and is therefore gone.
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