Whiteleys POP-uP! Pop up Floor Audit23 04 10

OverviewWhiteleys shopping centre in Bayswater, London announced recently as having the world’s first ‘Pop-Up Boutique Floor’.

Mmm, let’s see about that...

Whiteleys Pop-up FloorLead up to stores

Pop-Up Boutique Floor

- Flyer- Floor Graphics through centre- External Shop Window Graphics

Whiteleys Pop-up FloorStore 1 - POP STORE

POP STOREMens/ Ladieswear

- Exposed blockwork/ ductwork- Rough timber boxes/ packing crates/ chests/ old furniture/ industrial lighting/ shed changing-rooms/ scaffold hanging systems/ concrete floor/ wallpaper/ Pop art pictures- Brands_Wrangler shirts/ Levis jeans/ Pop

Like... Topshop/ Urban Outfitters

Whiteleys Pop-up FloorStore 1 - POP STORE

Whiteleys Pop-up FloorStore 2 - FUSSY NATION

FUSSY NATIONMens/ Ladieswear

- Picture frame full height display bay- White frames/ walls/ floor- Simple tubular racking- Tree trunks?- Brands_ Wrangler/ Levis/ faux vintage stuff- Also sells picture frames/ jewellery boxes

‘Shabby Chic’, well just a bit shabby

Like... Indepedent high street fashion store

FROST FRENCHLadieswear

- False timber beams/ merchandise all along outer walls- Bed mid-floor display in case anyone gets tired of looking round the centre- Large fabric curtain to changing rooms

Like... Boho fashion boutique

Whiteleys Pop-up FloorStore 3 - FROST FRENCH

Whiteleys Pop-up FloorStore 4 - JUNK FOOD

JUNK FOODT-Shirts

- Coloured Timber plank panelled walls- Shed changing rooms- Internally illuminated packing crate display systems

Like... Vintage T-Shirt shop/ Ebay store

Whiteleys Pop-up FloorStore 5 - THE BOWER OF BLISS

THE BOWER OF BLISSJewellery store

- Sculptured Exterior/ entrance- Interesting spherical display cases/ ceiling feature/ large graphics/ lighting/ mirrored walls/

Like... Tatty Devine/ Kitschy pop jewellery

ConclusionThe shopping centre was extremely empty. Only 2 customers in the 5 •Pop-Up storesEstablished retail brands such as Urban Outfitters, Anthropologie & Top •Shop have been developing ‘pop-up’ elements for some time. The Pop-Up format has also become more established & predictable •over the last 12-18 monthsThe Whiteleys Pop-Up Boutique floor doesn’t offer anything that a •vintage shop in East London doesn’t except authenticity.Are traditional shopping centres/malls really the best place to launch •a ‘Pop-Up’ or is it a contradiction in terms?

thank you!

Portland Design Associates Ltd.63 Gee StreetLondon, EC1V 3RS, UKT +44(0)20 7017 8780F +44(0)20 7017 8781www.portland-design.com