Must Have PR
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Opening at the beginning of December, BoxPark in the heart of Shoreditch has captured the attention of the media, retailers and architects alike.
Built entirely from 60 steel shipping containers, not only does this quirky new pop up mall make for a very interesting visit, but at Brand @ MHP we have been struck by what this type of innovation in the shopping experience could mean for new brands.
Up and coming edgy brands sit comfortably side by side large international fashion, sport and lifestyle labels such as Nike and Calvin Klein with an equal share in space and the shopper’s attention. The box shops are low cost, low risk and are a great opportunity for innovative entrepreneurs to have exposure that they may never have had previously. The size of the units means stock is limited, but you cannot help popping your head into the units to see what’s on display and what all the fuss is about.
Using such industrial design in a retail perspective really does put the creativity and fashion of a brand back on the street. The founders are clearly confident of its success as plans are already being put in place to open another BoxPark by next Christmas …watch this space! Take a trip and let us know what you think.
