Store of the week: Disney pop-up, Harrods, Knightsbridge

And if that sounds a little tautological it’s because it is – there is no clarity around the term pop-up any more. Sticking with the term pop-up therefore, the new area that has been commandeered for a Disney Store space on the fourth floor of Harrods looks likely to do well in the run-up to Christmas.

At about 7,000 sq ft this is a large area and it has been divided into several distinct zones. Pride of place goes to a magic castle-style edifice going under the name Cinderella Slipper Salon. Inside, the slippers turn out to be glitter-covered court shoes ranging in price from £25 to £35, making them one of the more affordable children’s items in this part of the Knightsbridge emporium. They are displayed on pink cushions which sit atop a circular mid-castle fixture and do look as if they might have been left there by an absent-minded prince.

Leave the Slipper Salon and there are Toy Story and Cars areas, as well as a Mickey and Minnie clothing space. This is all far too manicured and slick to function as a pop-up in the sense that most shoppers will be familiar with, but it is nonetheless a powerful piece of brand promotion.

Harrods is midway through remodelling its kids’ clothing department and it houses designer rooms that are adjacent to the Disney installation. So if having treated the youngsters to some Disney wherewithal, you feel they deserve to be kitted out in perhaps, Gucci, Ralph Lauren or Hackett, look no further.

The Disney pop-up will remain in place at Harrods until January.