|The Starch Green Kindness Jug first seen at Nothing But Navy|
Pop-up shops have many forms and a long tradition. The 'definition' is really the ability to arrive at a venue, create an environment that presents a story to your audience, primarily to sell something, and then disappears again. The tangible presence can exist from a couple of hours to a few weeks. The long tail (and long nose - if you count the stuff before the 'happening') of PR, tweets, websites, blogs and, even, gossip, can keep it alive much longer. Rooted in the traditional 'flash mob' retailing of the street market, pop-up shops have a wealth of experience to tap into. And they add immensely to the vibrancy of what may be an otherwise sagging High Street.
Nothing But Navy have curated two pop-ups so far. Initially in Stroud for a month, Gem Waggett's concept came together in fine style for a month before Christmas, using Twitter, @NothingButNavy, in exemplary style, and tweeting her 'product of the day' daily. The clarity of her vision, 'nothing but navy', gives a sense of purpose and coherency to the shop, and tapped straight into her own personal narrative. Very compelling. Very stylish. Navy is one of the most sophisticated of colours and, of course, was much favoured by the fashion designer Jean Muir, to the exclusion of every other colour. The second manifestation was within the delightful Luna and Curious in Shoreditch. A tiny exhibition space transformed into a cool, shrine-like worship of the sea-worthy colour. We were inspired to create our own navy products for her, our Lobster Again mug and now the Kindness Jug. Look out for more Nothing But Navy pop-ups soon.
|Emily Sutton, St Jude's at Tinsmith's|
Reginald Spleen and his Travelling Snuff bar. As he says,"A Suitcase Stuffed With Sneezes!"
|'There sleeps Titania', Jonathan Mercer, wood engraving|
|Castle Cottage, Hay-on-Wye|