BUSINESS: We Make London - Taking Popup Shops To The Next Level

I recently attended the launch party for We Make London's first ever summer boutique popup shop, at Oak Studio in Hampstead, West London. I have been lucky enough to attend most of We Make London's events since its inception back in 2008, but the pop up just blew me away. Of course, having a raft of stunningly covetous handmade goods goes without saying, but the choice of venue and location were inspired and just another sign of the quiet genius of the wonderful Mary McDermott and the rest of the We Make London team.

We Make London Summer Boutique, Image courtesy of Menno Stassen

Location: I've long thought that the success of a popup, which by their very nature tend to have short lifespans, depends hugely upon location and knowing your market and this is where We Make London has truly excelled.

For one week, the popup has taken over Oak Studio, an established hub of arts, crafts and creativity selling handmade work and running crafty workshops, thereby taking advantage of a ready made target audience who already love handmade. Located down a delightful cobbled pedestrian street just off Hampstead's Rosslyn Hill (lined with boutiques, cafes and restaurants) and a stones throw from Hampstead Heath, the location couldn't be more ideal.

Image courtesy of Menno Stassen

Knowing Your Market: Location coupled with We Make London's reputation amongst the handmade community as a professional, affordable and established events organiser has some serious pulling power in terms of getting in the best designers and also customers, which was evident from my inability to get into the shop for the first half an hour.

Image courtesy of Menno Stassen

It was a reassuring sight to see the place positively heaving with eager customers, all gaga about handmade and keen to part with their cash; exactly what you want when you're running a popup for a short period of time.

No doubt this bodes well for any future popup ventures We Make London choose to organise, as the lack of affordable, high quality venues like this mean designer-makers are quick to catch onto successful ventures. Speaking to the We Make London team, by all accounts even this first forray into popups garnered a considerable amount of interest from the UK-based handmade community, with Mary and co receiving four times more applications than could actually fit in the shop!

We Make London Shop Display, Images courtesy of Menno Stassen

Stock: I thought the choice of work available was diverse, of a very high quality and inspired, with something for everyone and most things very affordable given the location of the shop! There were lots of smaller objects available from well known designers such as Zeena Shah, Charlotte Macey and Anna Wiscombe which people could pop in and treat themselves to, as well as the larger homewares such as furniture by Bombus, Storage boxes by Land Cuckoo, cushions by Mr Wingate and lampshades by Sasha and Elisabeth; the latter seemed to be disappearing like hotcakes!

Image courtesy of Menno Stassen

There was a good mix of work for the littluns, including clothing by Moochic Baby, Nyoki and Cobbled Together to name but a few and a gorgeous selection of plush toys by Hope & Eden, Forgotten Stitches and Marcel et Bobine.

Images courtesy of Menno Stassen

Some of the designers themselves were on hand to talk to me about their work which is always nice. One such designer, Sarah of Sarah Birt Jewellery makes the most wonderfully delicate, whimsical sterling silver jewellery featuring foxes, rabbits and vikings and talked to me about her work. Watch this space for a MEET interview with her soon....

Stargazing Fox Ring by Sarah Birt Jewellery

I was also introduced to the lovely Kate Clarke of Kate Clarke London, a graphic designer who produces some gorgeous eyecatching homewares by my good friend, Mary Kilvert who also had her work on display; she produces a range of gorgeous homewares, prints and kitchenwares.

Work by Kate Clarke of Kate Clarke London

Work by Mary Kilvert of Mary Kilver Illustration

I also spotted work from some old favourites such as, illustrated ceramic plates by James Ward of Jimbob Art and stunning ceramic Japanese "inro" box-inspired containers by Lok Ming Fung; to which of course I treated myself.

Japanese "inro" box-inspired ceramic container by Lok Ming Fung, image courtesy of Anna Stassen

Presentation: From browsing the shop, it was clear that the We Make London team had gone to great lengths to make the popup look really professional! The window decal was a particularly nice touch I thought, along with the handmade We Make London brown branding tags and paper bags which were simple but perfect for the job at hand. Everything came together perfectly to create an exemplary shopping experience; something that all popups should aim for!

We Make London Window, Image courtesy of Menno Stassen

And if there's one final piece of advice I've learnt from the We Make London team it's, if in doubt stock lots of cards!

Cards, Image courtesy of Menno Stassen

The We Make London Summer Boutique is open until Saturday 9th July from 10am until late daily @ 8 Perrins Court, Hampstead, London NW3 1QS!

I highly recommed popping along if you're in the neighbourhood!

Article Copyright (c) Anna Stassen, all rights reserved.