Boxpark Shoreditch in London describes itself as the 'world's first pop-up mall' made from shipping containers. It opened recently and is home to 60 fashion, arts and lifestyle brands that were selected for the space. I'm not sure if Boxpark is really the first 'pop-up mall', but I do like the sound of it.
Coming from a city where shopping is a sport and shopping malls are second homes to most of the population and it's all about big international brands, Boxpark Shoreditch sounds very refreshing, plus it's in my favourite part of London (which I hope won't lose it's charm after the Olympics next year).
It will be interesting to see if this 'temporary' set up becomes permanent or if it will move around the city. I hope it succeeds as the world of retail really needs a change. But I also hope it won't end up turning into a tourist attraction selling things that aren't unique or special. There's enough of that already in Dubai.
The Boxpark Concept
It’s not some run-of-the-mall shopping centre. It’s a living, fertile community of brands packed with talent, innovation and attitude that puts creativity and fashion back where they belong: on the street.
BOXPARK isn’t just where you shop. It’s an inspiring and enjoyable place to drop in and hang out. It’s what a real brand experience should be all about.
BOXPARK isn’t intrusive or invasive. Wherever it pops up, it fits in, joins in and contributes to the community.
This video includes interviews with the team behind the Boxpark concept and the reasons behind it.