This Christmas, for one week only (December 11 to 18) a temporary retail space appeared in London’s East End, selling beautiful, hand-picked curiosities guaranteed to be treasured. Bettina McIlwraith and Rachelle Dendle presented the stunning popupshop, a dynamic platform that celebrated, supported and showcased selected artisans, designers and charities in a shop/gallery space just off Brick Lane. This initial foray into guerrilla retail was aimed at London’s Christmas gift market, with a focus on exquisite accessories for the home and body, and was a triumphant success.
Despite my appalling PR efforts, the girls managed to get press in the Evening Standard, London Lite, The London Paper, Metro and The Times Magazine (Shop of the Week). Despite my appalling attempts at flyering on a freezing Brick Lane, shoppers came in their droves. Thanks to the sheer talent of Rachelle and Bettina, the event had Londoners talking from Crouch End to Croydon.