London Streetwear Brand Sets Up Shop In A Subway Station Toilet
After 70 years out of service, the underground space has been converted into concept store
A toilet and shower room at Old Street's tube station has been converted into the 24 Hour Ejder Club, a pop-up retail space created by the online boutique Ejder and British retailer 24HOURCLUB.
The space was developed with the help of Appear Here, and is “literally an underground store, for an underground brand,” meant to test the boundaries between e-commerce and physical retailing. With the concept store, the online brand can create a unique and personal experience for customers with a relatively small investment.