London’s West End launches pop-up programme
New West End Company has teamed up with Westminster City Council and The Crown Estate to launch a pop-up programme to give up and coming brands the opportunity to open their doors in London’s West End.
Situated on and around Oxford Street, Regent Street and Mayfair, 10 vacant units will be given over to selected brands for a period of three months.
In a statement, New West End Company said the scheme will also test innovative concepts through a programme of events, services and activities in available spaces that will focus on engagement and interaction over sales.
Luciana Magliocco, associate director at New West End Company, said: “The high street is evolving and the past year has been a catalyst for more rapid change. We are ready to embrace and welcome new ideas and business models to ensure our district remains relevant to future visitors and responds to changing customer trends. The temporary new landscape created by the pop-up ventures will help to feed the evolution of the West End’s post-Covid environment and retail and leisure ecosystem.”
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