LONDON, November 10, 2014 /PRNewswire/ --
St James's London is set to welcome a series of pop ups showcasing emerging luxury brands to one of its stores at 39C Jermyn Street this November, running up until Christmas.
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The initiative, curated by The Crown Estate which owns around 50% of the real estate in the area, forms part of its retail strategy to collaborate with emerging brands to diversify the retail offer in St James's, renowned for its high-end, bespoke menswear brands.
The showcase of British brands starts with lifestyle gifts from Atlas & I and Kay Doble from 17th to 23rd November.
Atlas & I can pin point any location in Great Britain and print a beautiful antique map of the chosen area onto a range of handmade leather accessories or bespoke artworks that tell a story.
"As a new luxury brand, gaining exposure to the right customers is so important. The Jermyn Street Pop Up is a fantastic opportunity for a small start-up such as Atlas & I to gain exposure and make a name for ourselves in the high end product market," Sophie Kirkpatrick, Founder, Atlas & I
Kay Doble products include her unique handcrafted framed game, which use a range of bird skins intact with feathers demonstrating each bird's natural beauty, contours, colours and iridescence to create the beautiful artworks.
"The Jermyn Street Pop Up has a fantastic location and offers a brilliant space at a key time of year providing an opportunity for emerging artists and brands to create exposure," Kay Doble, Founder.
Nyetimber, English Sparkling Wine will bring a taste of their West Sussex routes to Jermyn Street with a three week venture from 24th November to 13th December. By day, guests can drop in for sparkling wine master classes, tastings or simply do a little Christmas shopping.
By night the space will transform into a celebratory event location where they will host a series of parties, including reader's events for Tatler and Harper's Bazaar magazines as well as a wine and perfume pairing tutorial with renowned St James's perfumer Floris.
In the final run up to Christmas between 15th - 23rd December, Fourth & Main will be taking residence as part of the Pop Up series to provide a one stop shop for all those last minute Christmas gifts for the discerning gentleman. Founded by Nikhil Adwalpalkar, the Fourth & Main store will also host a great mix of complimentary accessory brands including British men's underwear and loungewear brand Hamilton & Hare, men's accessories brand celebrating materials and processes Alice Made This, UK handmade woven ties and bowties by Marwood and lastly Tusting an independent family run English leather goods brand, established in 1875 and synonymous with true quality British craftsmanship.
"The opportunity to set up shop on one of the world's premier streets is one we are delighted to have. Our products have been influenced by many of the brands that call Jermyn Street home. The product mix at the store is designed to echo the best traditions of English craftsmanship whilst maintaining a contemporary, creative thread that runs between all the brands," Nikhil Adwalpalkar, Co-founder of Fourth & Main
In other St James's pop up locations Murdock London will create a men's grooming lodge at 192 Piccadilly from 28th November, stocking a collection of gentlemen's colognes, skincare and grooming accessories. London jewellery designer Jacey Withers will also showcase hand crafted jewellery inspired by nature at 12a Princes Arcade from 28th November to 12th December.
James Cooksey, Head of the St James's Portfolio at The Crown Estate, commented: "We're delighted to offer these pop up opportunities in St James's to so many exciting, emerging brands which provide a complementary offering to that currently available on Jermyn Street. This project reinforces our £500m investment in the area which is enhancing St James's reputation as a destination for quality and eclectic retail."
SOURCE St James's London