Topshop to launch one-day basement pop-up this month
More news seems to be coming-out of Topshop — not forgetting Topman — on a weekly basis at the moment and the latest is that its expected high street return later this summer will be brought forward.. for one day, at least.
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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