Our thoughts and comments about the new Pop-Up floor in Whiteley\'s Shopping Centre in London.

1. Whiteleys
POP-uP!
Pop up Floor Audit
23 04 10

2. Overview
Whiteleys shopping centre in Bayswater,
London announced recently as having
the world’s first ‘Pop-Up Boutique Floor’.
Mmm, let’s see about that...

3. Whiteleys Pop-up Floor
Lead up to stores
Pop-Up Boutique Floor
- Flyer
- Floor Graphics through centre
- External Shop Window Graphics

4. Whiteleys Pop-up Floor
Store 1 - POP STORE
POP STORE
Mens/ 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

5. Whiteleys Pop-up Floor
Store 1 - POP STORE

6. Whiteleys Pop-up Floor
Store 2 - FUSSY NATION
FUSSY NATION
Mens/ 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

7. Whiteleys Pop-up Floor
Store 3 - FROST FRENCH
FROST FRENCH
Ladieswear
- 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

8. Whiteleys Pop-up Floor
Store 4 - JUNK FOOD
JUNK FOOD
T-Shirts
- Coloured Timber plank panelled walls
- Shed changing rooms
- Internally illuminated packing crate display systems
Like... Vintage T-Shirt shop/ Ebay store

9. Whiteleys Pop-up Floor
Store 5 - THE BOWER OF BLISS
THE BOWER OF BLISS
Jewellery store
- Sculptured Exterior/ entrance
- Interesting spherical display cases/ ceiling feature/ large graphics/ lighting/
mirrored walls/
Like... Tatty Devine/ Kitschy pop jewellery

10. Conclusion
• The shopping centre was extremely empty. Only 2 customers in the 5
Pop-Up stores
• Established 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 months
• The 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?

11. thank
you!
Portland Design Associates Ltd.
63 Gee Street
London, EC1V 3RS, UK
T +44(0)20 7017 8780
F +44(0)20 7017 8781
www.portland-design.com