Westminster City Council creates pop-up boutique for 12 emerging brands
Westminster City Council has teamed up with Heart of London Business Alliance, GPE and Appear Here to create a pop-up boutique for 12 emerging brands.
The council is taking over 12 Piccadilly Arcade, which is situated between the iconic Piccadilly and Jermyn Street, to enable the fashion, homeware, design and creative brands to showcase their products in the heart of London’s West End.
The pop-up is also expected to drive footfall to the area and is part of the council’s wider programme of events and activations to rejuvenate the shopping district post-pandemic. Each month, the unit will act as a living laboratory and working studio for an upcoming brand.
Westminster City Council’s pop-up programme has supported 38 emerging brands since it started in May 2021.
Debbie Jackson, executive director for growth, planning and housing at Westminster City Council, said: “We are thrilled to launch our latest pop up at 12 Piccadilly Arcade in partnership with GPE, Heart of London Business Alliance and Appear Here. So far, we have supported 38 brands which has attracted footfall back to the area by offering new retail experiences and has supported brands to grow their customer base with some now seeking permanent retail premises in the city.”
