Topshop launches secret pop-up store-in-store

The Topshop Oxford Circus and New York stores are about to play host to an exciting new project when they launch a secret pop-up shop hidden within the store. How very exciting, indeed.

From Thursday, the Topshop Secret Store will be cleverly hidden in the two shops, enabling customers to discover a secret doorway by chance – look out for a florist in the corner of the store – which, when entered, is full of specially-designed Boutique pieces and quirky designer collab items from the likes of Nasir Mazhar, Meadham Kirchhoff, Ann-Sofie Back and Pamela Love.

This new concept is the first of its kind to be carried out in a high street store, giving customers the chance to purchase something truly unique and personal, and designers the opportunity to produce items they didn’t have the chance to feature as part of their mainline collections.

“We’re thrilled to be the first high street store to introduce a pop-up concept space of this nature. It’s an exciting project for Topshop and I hope it will surprise and delight customers both old and new,” said Madelaine Evans, Head of Buying at Topshop.

“It’s a great opportunity for the designers we collaborate with to produce something unusual that they’ve not done before, and also a chance for our in-house design team to let their imaginations run riot.”

The Topshop Secret Store store will be exclusively available in the Oxford Street and New York stores, and select pieces online, for just two weeks from Thursday May 26th.