Argos has launched a new-look pop-up store inside a shopping centre as its new owner Sainsbury’s kick-starts a drive to boost brand awareness.

The general merchandise retailer has opened the temporary store at The Centre:MK, in Milton Keynes, as Sainsbury’s bids to put the newly-acquired business in front of more shoppers.

The 400 sq ft ‘cube’ pop-up shop will be open until January 15 next year.

Sainsbury’s Argos boss John Rogers revealed last month that the grocer was piloting Argos pop-ups to “increase awareness of the brand”.

The supermarket giant’s chief executive Mike Coupe plans to install a permanent Argos concession or click and collect point in every Sainsbury’s store “over time”.

But Sainsbury’s, which completed the £1.4bn acquisition of Argos owner Home Retail Group in September, is trialling the use of temporary pop-ups in stores that might not have the floor space to accommodate a permanent Argos shop-in-shop.

Rogers said last month: “It’s this idea of ‘how do we get the brand out there to customers?’ We’ve got 26 or 27 million customers coming to our stores week-in week-out, some of whom are already Argos shoppers but some of whom are not.

“It’s about how do we get that brand out there to our customers to increase awareness of the brand, which is obviously very high, but consideration could be higher.”

Argos director of retail and customer operations Steve Carson added: “Due to its catchment and location, Centre:MK is the ideal destination to facilitate hourly drop-offs of products from our Milton Keynes stores as well as our online collection point functionality.

“This pioneering concept will enable us to be even more convenient, helping to put a smile on the faces of our customers in the run up to Christmas.”