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Swoon opens central London pop-up as it unveils refreshed brand

Online furniture brand Swoon has launched a 3,800 square foot pop-up showroom at Mercer Walk in London’s Covent Garden as it unveils its new brand identity.

HOME & DIY

Swoon opens central London pop-up as it unveils refreshed brand

Online furniture brand Swoon has launched a 3,800 square foot pop-up showroom at Mercer Walk in London’s Covent Garden as it unveils its new brand identity.

Remaining open until 29 April, the pop-up was designed by Studio Stilton in collaboration with Swoon and will offer visitors over 200 products as well as in-house workshops and experiences.

Tom Chalet, head of spaces at Swoon, said: ‘’Covent Garden is the perfect location for our largest Central London pop-up to date. The venue in Mercer Walk, secured with the help of Storefront Marketplace, is an ideal space to showcase our latest designs alongside our newly launched brand identity.’’

The showroom opening follows the launch of Swoon’s first ever TV advert earlier this month. The space has been designed to showcase the refreshed branding which was revealed online in late March.

Simon Taylor, property director at The Mercers’ Company, added: “The Swoon pop-up store opening reflects the popularity of Mercer Walk for brands to launch to a wide audience within Central London. Swoon joins a great line up of complementary fashion and lifestyle brands including Smashbox and H&M.”

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