May 19, 2018 | By Nicole McLennan
This past Thursday saw the opening on the new flagship London store for jewelry brand Mawi, in the ever-developing Shoreditch area, and Stylesight were there to take in the fantastic fairground frolics.
The unique store interior features vintage gumball machines showcasing the latest Fine Costume and Heirloom collections and highlight signature pieces, amongst vibrant neon bouncy balls, retro teddy bears, and rainbow-coloured gobstoppers. For the opening miles of bunting, hundreds of helium balloons, popcorn and mountains of pick and mix sweets added to the ‘pop art’ installation curated by Andres Ros and his team. The event also attracted a host of celebrity fans including Jasmine Guiness Daisy Lowe, Jasmine Guiness and Bip Ling, who all sported their favorite pieces from the collection, chaneling Mawi’s combination of old glamour and new styling perfectly.
Designer Mawi said of the new store launch :
“Our fans will be able to get the complete Mawi experience- everything from archive to exclusive one off pieces as well as Mawi classics showcased alongside seasonal collections. Shoreditch is fast becoming a shopping destination with new boutiques and specialty shops popping up daily. It feels like the perfect moment to do this”.
The new store is located at 11 Calvert Ave, London, E2 7JP, and will remain in this installation guise for 2 weeks and will then change every few months.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.