Topshop to launch one-day basement pop-up this month
This month will see a one-day-only physical pop-up event in Shoreditch, created in collaboration with house music label Defected Records.
The pop-up will be in Defected's Curain Road basement space (don't forget that Topshop's Oxford Circus flagship — now occupied by Ikea — was famous for its basement location) and will be dubbed Topshop & Topman In The House.
Vistors will get early access to the new Ibiza-inspired Talamanca collection, as well as limited-edition Topshop x Defected merchandise. Plus there'll be a full line-up of experiences such as makeovers, live DJ sets and cocktails.
It may be for just a few hours but as Topshop's first physical activity since it was bought out of administration by online-only retailer ASOS in 2021, it's a big deal — a really big deal.
The pop-up is a ticketed event with ticket-holders allocated time slots and Topshop global marketing director Moses Rashid saying on LinkedIn that the event is sold out, although there's some capacity for walk-ins.
The link-up with a partner such as Defected (plus the Shoreditch location) suggests that Topshop will be going all out to replicate the ultra-cool image it had in its heyday.
Now 75% owned by the holding company of the family behind Bestseller (also a major ASOS shareholder), ASOS retains a minority stake and the distribution rights.
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