Dirtea launches functional mushroom pop-up cafe and shop at Selfridges
Dirtea, a new range of powders and super blends which aims to deliver the healing and transformative powers of mushrooms, has launched at Selfridges as part of the retailer’s four-week ‘Supermarket’ experiment.
Taking a spot within The Corner Shop on the ground floor of Selfridges’ Oxford Street store, Dirtea has opened what it says is the UK’s first functional mushroom pop-up café and shop.
Aiming to highlight and examine the future of shopping habits and the reinvention of retail, the ‘Supermarket’ concept will showcase innovative brands such as Dirtea, whose products are designed to harness the power of mushrooms, adaptogens and ayurvedic herbs.
As part of this, Dirtea has launched a coffee shop of the future which serves and sells a range of hot drinks made from ingredients in its product range. An entirely mushroom-based menu includes the brand’s Mushroom Coffee Super Blend, Mushroom Cacao Super Blend, Lion’s Mane Mushroom Powder, Cordyceps Mushroom Powder, Reishi Mushroom Powder and Chaga Mushroom Powder.
Andrew Salter, co-founder of of Dirtea, said: “We’re thrilled to be featured as a pioneering brand as part of ‘Supermarket’’ and excited to showcase the Dirtea range to Selfridges customers, allowing them to experience first-hand the positive, instantaneous health and wellbeing benefits the range offers.
“We believe that mushrooms mark the future of wellness and that their undeniable health benefits will positively transform consumer behaviour and challenge the norm, which is why Dirtea and the ‘Supermarket’ concept are so perfectly aligned.”
In another first for Dirtea, the brand has partnered with David Gandy Wellwear to create uniforms for its team to wear during ‘Supermarket’.
Gandy said: “It was such a natural fit for us. As brands of the future, we share a mission to improve people’s wellbeing and empowering them to live happier, stress-reduced lives, whilst balancing work, travel, and play.”
The Dirtea pop-up cafe and shop will be open until 30 April.