Luxury fashion retailer Marc Jacobs has opened the doors to its first ever UK pop-up store in London’s Covent Garden, in the form of an “entirely mirrored box”.
The new store, which opened on November 8 and is located a stone’s throw from Covent Garden underground station, is described by the fashion retailer as a “full-throttle expression of the season’s hi-shine codes”.
The fashion retailer described the mirrored store as an ideal location for Christmas gift shopping.
Customers can expect to see a nine-foot (2.7m) silver tote bag swing, signposting visitors to the pop-up shop.
While the brand’s Resort collection is the focal point, customers can also shop exclusive tote bags and wallets in limited-edition seasonal colours.
A range of bestselling Marc Jacobs signature pieces are also be on offer, alongside a curated selection of small leather goods and pieces of jewellery.
The interior of the store is described as featuring “touches of iconic monogram” as well as inflated metallic balloon letters and stars taken from its latest jewellery campaign. A mirrored section at the back of the store offers photo opportunities for customers.
The pop-up will welcome shoppers until December 3 and was created in collaboration with creative agency Backlash.
Backlash creative director and founder Katie Peake said: “We have created a highly disruptive ‘hi-shine’ mirrored pop-up that gives the illusion of hovering above the ground in the darker hours of each morning and afternoon.
“Staying true to the campaign and the Resort collection, we stripped back the materials to solely focus on ‘hi-shine’ finishes perfectly complemented with light,” she said.
“The pop-up is supported by an equally unmissable chrome and mirrored Marc Jacobs tote bag swing as we turn Covent Garden into a Marc Jacobs ‘hi-shine’ destination this season.”
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