The urban lifestyle brand Eastpak launched their pop up concept store #madeforlondon in Shoreditch (London). The store has been tagged as a “future thinking retail and social experience.”
The VP of Eastpak, Massimo Ferrucci commented, “we are so excited to be delivering this new concept pop-up store to London, the real centre of Europe for all things forward-thinking. It offers us the opportunity to tell our brand heritage story in a new and innovative way.”
By focusing the store’s design on digital technology, Eastpak are looking to change their target consumers perception of what Eastpak stands for. This pop up will be used as a test-bed to measure the total consumer experience.
Although the store is primarily focussed on digital experiences, Eastpak are also using local artists to engage the surrounding community. Inside the store a tunnel has been built that will be illustrated by a local artist Richard Fairhead, who will add to this ever evolving artwork for the duration of the store.