Covent Garden’s Floral Street is hosting a series of pop up boutiques this spring, and looking for retailers to get involved in the initiative.
Resort brand Orlebar Brown is the first to have signed up to one of five available units, and will open its doors on the estate in March.
CBRE and CWM are acting on behalf of Covent Garden London for the concept, called Floral Street Goes Pop. They are looking for “premium fashion favourites”.
Covent Garden has previously hosted pop ups by brands including Opening Ceremony, Chanel and Kate Spade, and is currently home to a temporary boutique for footwear brand Sophia Webster.
Beverley Churchill, creative director of Covent Garden London, said: “Fashion firsts and innovative brand concepts are exactly how Covent Garden differentiates itself as one of London’s most vibrant shopping areas. Floral Street Goes Pop is about reinventing the traditional pop-up concept on an established London street and creating a world-first neighbourhood collaboration with some of fashion’s brightest stars.”