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Brief Published: 6 Aug 2014

Anya Hindmarch Mini-Mart Pop-Up

Extra
Anya Hindmarch, London

British luxury accessories designer Anya Hindmarch is celebrating the launch of her 'Counter Culture' Autumn/Winter 2014 collection with a supermarket-themed pop-up store at one of London's most exclusive retail addresses – Mount Street.

The store's interior riffs on the idea of consumerism, which inspired her latest collection of accessories (see the Supermarket Sweep section of Women's Catwalk A/W 14-15: Key Themes). The tongue-in-cheek theme rippled across several Women's Catwalk A/W 14-15 Show Spaces – most notably French megabrand Chanel's catwalk-cum-hypermarket.

Going all out for convenience-store styling, key visual merchandising features of Hindmarch's pop-up include cereal box and washing-powder-themed handbags displayed in golden shopping carts and fridges.

Designed by the in-house creative team, the brightly coloured space also features chequered flooring, neon signage and an ice-cream counter, where shoppers can buy a traditional British 99 ice-cream cone for 99 pence – a humorous reference to the store's location at 99 Mount Street.

The pop-up will remain open until September 2014.

Hindmarch's store follows luxury Italian brand Fendi's attempt to use a similar blend of luxury and humour via the Fendi Fun Pop-Up in London department store, Harrods. See also Italian brand Hogan's superb Spring/Summer 2015 Men's Catwalk Show Space – based on a classic 1980s arcade game.

For more on how to entice the younger luxury audience, see Luxury Online for Millennials. For more on combining art and retail, see Art-Fuelled Fashion Spaces and Luxury Brand Temples: The New Power Flagships.

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