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Piccadilly pop up to attract shoppers back to London's West End

Image above: 12 Piccadilly Arcade, London (courtesy Westminster City Council)

Westminster City Council is collaborating with Heart of London Business Alliance, GPE, and Appear Here, to create a pop-up boutique for 12 emerging independent businesses, giving them the opportunity to be part of the West End's retail offer.

12 Piccadilly Arcade, between iconic Piccadilly and Jermyn Street - one of the most fashionable and historic streets in London - will showcase a melting pot of sustainable fashion, homeware design and creative brands who are all reinventing craftmanship.

Westminster City Council is taking over unit 12 in the historic Piccadilly Arcade, where Mayfair meets St James, delivering a new pop-up boutique designed to support unique creative talent as part of the Council's pop-up activation programme. The unit is also expected to drive footfall to the area and is a vital part of the Council's wider programme of events and activations to rejuvenate Westminster's West End offer.

With an aim to support up and coming brands, this pop-up boutique will be home to 12 creative design brands, all of whom are passionate about craftmanship, creativity and sustainability. Each month, the unit at 12 Piccadilly Arcade will act as a living laboratory and working studio for a new and exciting brand.

12 Piccadilly Arcade comes out of a partnership between Westminster City Council, GPE, Heart of London Business Alliance and Appear Here, and is using vacant retail space to enable small scale businesses, homegrown brands and emerging creative talent to showcase in a bricks and mortar store in Central London.

Westminster City Council's (WCC) pop-up programme has supported 38 up and coming brands since the start of the programme in May 2021. The pop-ups have appeared in prime retail locations across Westminster, and this latest pop-up, 12 Piccadilly Arcade will see 12 brands enter the space throughout its term between January and December 2022.


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