Topshop’s Oxford Circus and New York stores will this week launch in-store pop-up shops which offer specially-designed boutique and quirky collaboration pieces.
The Topshop Secret Store, thought to be a first for a high street chain, will be hidden inside the two shops so customers can discover the “secret” doorway by chance. It will be marked by a florist in the corner of each store.
The Secret Stores, which will be open for two weeks from Thursday (May 26), aim to offer customers unique pieces from designers including London-based milliner Nasir Mazhar, womenswear designer Ann-Sofie Back, and New York-based jewellery designer Pamela Love. Select pieces will be available online.
Madelaine Evans, head of buying at Arcadia-owned Topshop, said: “It’s a great opportunity for the designers we collaborate with to produce something unusual that they’ve not done before, and also a chance for our in-house design team to let their imaginations run riot.”