London - Luxury sleepwear brand Desmond & Dempsey is set to open its first ever UK pop-up store in Covent Garden, London. Founded by husband and wife, Joel Jeffery and Molly Goddard, the brand will open its debut pop-up at 7 Mercer Walk from May 31 to June 11.
The 3,800 square foot pop-up store will showcase a curated selection of the brand's nightwear offering, including its limited edition capsule collection 'Editions of 104', which will be exclusively available to the store. In addition, Desmond & Dempsey will also offer its new 'Le Jardin' collection alongside its 'Originals' range.
To mark the launch of their latest collection 'Le Jardin', which aims to capture the sounds and colours of Morocco, Desmond & Dempsey's pop-up store aims to offer a series of activities to recreate the spirit and atmosphere of the Moroccan Souk. The pop-up will host a range of activities such as yoga, terrarium planting, and life drawing.
Desmond & Dempsey prepare to open first UK pop-up store
“We were looking for a location for our first store in the UK, in the heart of the West End. Following our concession’s success in Liberty’s, Mercer Walk is the perfect position to further our brand and we are excited to open the store and launch our new product range within a truly Moroccan experiential environment," said Molly Goddard, co-founder of Desmond & Dempsey in a statement.
"The pop-up isn’t really about the PJ’s, it’s about the mood and senses of a Sunday. While I was in Morocco, I fell in love with their craftsmanship and generosity. Breakfast was never just a meal, it was a feast served on beautiful dishes they had made themselves. It made such an inspiring start to the day; we just want to give people that same experience."
The pop-up store will feature a traditional colour palette and elements linked to a Moroccan souk, with interiors designed by stylist Natalie Brim. In addition, Desmond & Dempsey also teamed up with House of Killik Clapham to transform the pop-up into a store, garden, event space and weekend brunch club with food by the brothers at Le Bab. Tickets for the pop-up activities can be booked online ahead of time.
Founded in 2014, Desmond & Dempsey's debut pop-up store in London comes as the brand continues to gain trajection. "The Mercers’ Company look to attract high-profile and designer brands and Desmond & Dempsey’s choice to launch their UK pop-up, within Mercer Walk cements the appeal of the destination for retailers," noted Simon Taylor, Property Director at THe Mercers' Company, who owns the retail location. "The immersive activities alongside the retail offer adds to the experience for our visitors."
Photos: Desmond & Dempsey, Le Jardin