In Brief

UK fast-fashion retailer Topshop has created two ‘secret’ limited edition boutiques within its flagship London store in Oxford Circus and Broadway location in New York City.

UK fast-fashion retailer Topshop has created two ‘secret’ limited edition boutiques within its flagship London store in Oxford Circus and Broadway location in New York City. Entrances were “hidden” by secret doorways that looked like the doors to florist shops, but once inside, customers were encouraged to explore a boutique- style shop with limited edition items from designers such as Nasir Mazhar, Meadham Kirchhoff, Ann-Sofie Back and Pamela Love. The concept space breaks up the monotony of shopping, creates access to coveted collaboration items and allows focus on higher priced items in a secluded space within a big box format.

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