17 hours ago | By WGSN Insider
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Jul 27, 2016
By Sara Radin
Any modern fashion brand and retailer will tell you that Instagram and Snapchat are where it’s at. So it’s no surprise then that uber cool London fashion brand started by Portuguese designers Marta Marques and Paulo Almeida, announced their upcoming pop-up store on their Instagram account.
This year the label turns five-years-old, and in that time it has racked up numerous London Fashion Week catwalk shows plus a 50-piece Topshop collaboration that it launched in September 2014 with their brand staples: frayed and worn denim.
To celebrate turning five the brand has gone big, planning a team holiday to Greece with the hashtag #marquesalmeidaholidays so that fans of the brand could follow along on social media, and feel that they are part of the brand’s community.
And now, following that, the brand is launching a pop-shop in Shoreditch, East London this weekend, where consumers can shop both the recent seasons and archive pieces. It is the brand’s first move into brick and mortar, and it’s an indication that this might be the brand’s next future step.
In order to keep their huge social following happy (over 60k followers on Instagram) the fashion label is incorporating its recent Instagram campaign #newMAgirls (to find real girls to be brand ambassadors) into the pop-up event. Consumers who attend the pop-up could end up as part of the MA family and even walking in their S/S17 fashion show.
“Truly integrated experiences go from URL to IRL and this pop-up is doing exactly that,” says Sarah Owen, WGSN Senior Editor, Digital Media & Marketing. “These sort of concepts work for brands like Marques Almeida because of their exclusive nature and craftsmanship that truly needs to be a tactile experience where the customer can feel the weightiness and craft in the denim pieces. The question is, how much of the store will be socially-geared with square-grid style corners to create a fully Insta-friendly retail space?”
The Marques Almeida pop-up will be at: Shop 7 Dray Walk (opposite Rough Trade East), The Old Truman Brewery, London , E1 6QL.
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