It’s not only new designers, retail brands and art galleries who are taking the opportunity to pop-up in unused retail spaces from East to West London and beyond. Apart from introducing new names and ideas to consumers in an ideal target area, the pop-ups have a quirky feel of ‘get it while you can’. And now even esteemed magazine titles are getting in on the act. This Autumn, Harper’s Bazaar is to link with Bicester Village in its shopping complex, to present a luxurious gift boutique providing a fashion flavoured slice of Christmas for the oncoming holiday season.
This chicer-than-the-average pop up, which will open on 10th October will stock a lean edit of Harpers Bazaar favourites from beautiful leather goods by Pickett or Leathersmith to indulgent beauty treats from Espa or Miller Harris. There will also be up and coming labels on show and all with savings of 30% or more on the retail price. This new publication meets retail concept seems an alternative and toe-in-the-water trial competition to the big wigs such as Netaporter and Asos.com who started out as online and have shifted into online and print magazine formats, blurring the lines of commerce and editorial.
The pop-up space has been inspired by the bold imagery and glamour from Bazaar magazine’s high profile visual heritage. And, the cherry on top Harper’s Bazaar Editors will be on hand to give shopping advice and provide consumer’s with style advice. To support this new project, Harper’s Bazaar will also showcase a media first with a unique pop-up insert of the boutique in the front half of its November issue, on sale October 4th 2013.
As concepts go, it’s good. Wish it were in London.