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Brief Published: 15 Aug 2013

YrStore Pop-Up: Digital Customisation


Following a successful pop-up on London’s Carnaby Street earlier this summer, British garment-printing brand YrStore has launched another digitally fuelled temporary concept space at trendy east London pop-up mall, BoxPark.

Claiming to be the world’s first retailer to offer on-the-spot, all-over digital printing for garments, YrStore encourages visitors to express their creativity by designing and/or customising prints that are then printed onto American Apparel T-shirts or vests.

The space is kitted out with large-screen, interactive ‘touch pods’ provided by British interactive digital specialists Luma (whose previous clients include Nike and MTV), on which designs can be created in a matter of minutes. These touch pods hold an archive library of prints to inspire customers, as well as a variety of stamps and filters. Users can create their print from scratch in-store, upload photos from a USB, or email a pre-worked design.

During its stay at BoxPark – which runs until mid-September 2013 – YrStore also plans to host a series of YrTakeover events, featuring guest artists and designers.

The pop-up is especially well placed to play to the alternative, design-savvy crowd associated with BoxPark’s east London locale, while also feeding into the wider trend for in-store participation and brand-consumer collaborations, as Stylus explores in Consumer-Creators.

For more on how new technology is transforming store concepts and empowering this growing group of consumer-creators, see Changing the Rules and Tech-Fuelled Retail in our Redefine industry trend and In-Store Interactive. For more on the evolution of pop-up retailing, see Anywhere Retailing: Nomadic Retail.