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Hermès to pop up in Shoreditch

Paris fashion house Hermès is to join the London pop up revolution by opening two temporary stores - including one in Shoreditch.

Hermès, whose brand is synonymous with luxury silk scarves, will open the stores in East London and another in West London in quick succession next month. They will be branded J’aime mon carré which translates as “I love my scarf” and will be exclusively dedicated to scarves.

The first store will be sited at the Rochelle School of Art in Arnold Circus, Shoreditch - a surprisingly edgy location for the luxury brand - and will open between November 17 and 25.

The second store will open at 79-81 Ledbury Road in Notting Hill on November 25. It will remain open for “at least a couple weeks” and possibly until Christmas.

Hermès has previously opened a pop up shop in premium London department store Liberty but these will be its first pop up standalones in the capital. It also has a permanent standalone on London’s New Bond Street.

The new pop up shops will be staffed with experts who will teach customers how to tie their scarf purchases. They coincide with a marketing project for the scarves, which saw photographer Matt Irwin travel around four capitals with four young women, documenting “their lives and loves – friends, lovers, places and of course, their scarves”.

Hermès said: “A simple statement from Paris – J’aime mon carré or I love my scarf. Shout it in the street, write it in lipstick on your mirror, stick it on your fridge, pin it to your chest.

Other brands to have opened pop up shops include Liam Gallagher’s premium menswear label Pretty Green and premium womenswear and accessories label Kate Spade.

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