Instagram to open its first pop-up store

Instagram arrives in London with an exclusive pop-up store. From December 5 to 15, the third floor of the famous Selfridges department store will host The Instagram Edit, a temporary space that will present a selection of 8 native digital brands, which owe their success to the social network. Customers can choose from clothing, accessories, beauty and homeware products created by The Frankie Shop, One DNA, Kim Shui, Atelier Stella and Hopscotch London, Ammé London, Tandem and MENĒ, famous for selling their jewellery by weight. Each item offered can be bought in-store or via IG.

Eva Chen, fashion director of Instagram, comments on the project:

Brands have been a key part of the Instagram community since our launch. Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90% of people follow a brand or business. The Instagram Edit brings to life some of these beloved brands that were built on Instagram in an iconic setting.

Sebastian Manes, executive buying director of Selfridges, adds:

Instagram is a constant source of information for the Selfridges community, a way to discover and connect with brands and individuals from around the world and a barometer on what's new or coming in fashion, beauty and lifestyle.

This is not the first time that the London department store has transformed a digital reality into real space, in fact, in recent months, it has hosted pop-ups of Depop, Vestiaire Collective, Amazon. Also for Instagram, it is a project already tested last year when it opened a pop-up boutique in Covent Garden.