If you’ve found yourself on the corner of Bethnal Green Road and Shoreditch High Street recently you will have undoubtedly noticed that a space which has been uninhabited for the past four decades has new residents. A cluster of shipment containers have been erected to form the world’s first ‘pop-up mall’.
Founded by Boxfresh’s Roger Wade, whose ethos is all about the ‘brand experience’ rather than sales, the 60 containers house retail outlets with a streetwear slant. Up-and-coming designers like OnePiece and Playful Promises vie for attention amongst established brands Evisu, Calvin Klein, Nike and Phaidon.
Diesel has launched its Fifty Five DSL line here and, alongside such nosh outlets as Foxcroft & Ginger, Frae frozen yoghurt and Hop-Nano, charities Amnesty International and Art Against Knives have spaces on the first floor selling artworks and collaborative designs by such East London-based designers as Lucy Jay and Tracey Emin. Welcome to the anti-high street.
Boxpark opens on Saturday 3rd December