Floral Street in Covent Garden is set to bloom into a high-end shopping destination as it seeks out premium brands to open pop-up shops.
The road is hosting Floral Street Goes Pop – an initiative to encourage covetable labels to temporarily set up shop at the address. Resort and swimwear brand and will open its doors in March.
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.”
In recent years Covent Garden has become famed for hosting pop-up shops, with the likes of Sophia Webster and Kate Spade temporarily moving in to the area. Some brands, such as Mac and Chanel, even made their stay permanent, both opening beauty boutiques in Covent Garden Market.