Wednesday, 25 May 2011

Topshop announces first ever 'Secret Store'

Topshop has announced launch of its first ever pop-up Secret Store concept space in both the Oxford Circus and New York stores, featuring a premium and directional selection of Topshop Boutique and designer collaboration pieces to treasure.

This new concept, the first of its kind in a high street store, will give visitors the chance to purchase something truly unique and personal. Contributing designers have produced pieces that they wouldn't have the chance to produce as part of their main line.

Madelaine Evans, head of buying at Topshop commented: "We're thrilled to be the first high street store to introduce a pop-up concept space of this nature. It's an exciting project for Topshop and I hope it will surprise and delight customers both old and new. It's a great opportunity for the designers we collaborate with to produce something unusual that they've not done before, and also a chance for our in-house design team to let their imaginations run riot."

The Secret Store will feature a number of Designers for Topshop, including Meadham Kirchhoff, Nasir Mazhar, Maria Francesca Pepe, Emma Cook, Ann-Sofie Back, Michael Van Der Ham and Pamela Love.

Topshop Boutique in-house team have also produced a collection of bags and clothing especially for the Secret Store, which will be available alongside some other secret surprises.

Additionally, four iconic pieces from Unique collections of yesteryear will be available to buy again, some of which have never been produced despite huge demand. This is an amazing opportunity to buy collectable Unique pieces, including a blouse SS09, a Peter Pan collar dress from AW09 and two Surfboard maxi dresses from SS10.

The Secret Store is a temporary feature in the Oxford Circus and New York flagship stores, for two weeks only, from today, 26th May.

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