Westfield Stratford isn’t really the sort of place that you’d head for if you want to buy a car or indeed accessories that might be associated with it, but the Mini pop-up store might help to change your mind.
This is a long-term pop-up store (it will be in place for a year) and is located in one of the outdoor units, which have proved harder to let than those inside the main centre.
That said, the sight of a red Mini, suspended as if driving down the face of the building, has passers-by reaching for their digi-cams and smartphones. This is the 3D logo for the store and for those tempted to take a look around (and on the mid-week day of visiting, the shop was busy - albeit it was just after Easter and the schools were on holiday) there is a lot to look at.
Whether it’s the sporty-looking cars or the chance to configure a Mini that you can then buy - via a touchscreen, there was much to entertain. At the back of the shop the black wall had a mural created by attaching bits of a Mini and Mini paraphernalia to it in a Union Jack pattern - a kind of patriotic Haynes manual brought to life.
Noteworthy too were the shelves where you can buy memorabilia associated with being a Mini fan and the heritage card was being played via video screens and displays that pointed to the way in which the car has changed over the years.
Even the lighting had been very carefully considered - dark and moody, with accent colours throughout. Unlike many pop-up stores, creating an interior that has this level of detail will never have been cheap.
On the other hand, if it encourages an aura of goodwill towards the brand then it will probably have been worth it. This is a store that may be temporary, but which could teach many of its permanent neighbours a thing or two.
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