French Connection have opened their first convenience store in Old Street Station, offering a new way to expose their brand to fashion enthusiasts. This is the first time French Connection have ever did this and it utilized the brand’s notorious nature of striving to be different and unique. The 100ft store stocked a variety of the brand’s top items, from gifts to AW14 trends.
In the age of the Internet and social media, fashion has come to understand and acknowledge the importance. The pop-up store has done just that, offering those that drop by the chance to pick up items they have ordered online whilst on their commute to and from work.
Merging technology and art is at the core of the new pop-up and it is for this reason that French Connection chose Old Street Station to be the new home. With creative thinkers and technological savvy people whizzing by, it seems perfect. French Connection partnered with Appear Here and Transport for London on the project, along with inviting local artists to come down and curate with their windows.
The pop-up will be living in Old Street Station for a minimum of four months, offering the chance for us busy people to take a break and browse around the fashion. It’s hard to take the time to stop but now, with the pop-up, it’s the chance to not only stop but explore what we all love while waiting for the train.