Swoon opens London pop-up

Designer interior brand Swoon has launched a 353 sq m pop-up showroom at 7 Mercer Walk to coincide with its brand refresh. The pop-up, which will be open until 29 April 2018, adds to the eclectic mix of stores available to customers within Mercer Walk and St Martin’s Courtyard, situated in the heart of the West End.

Since 2012, Swoon has evolved from a plucky start-up into a successful furniture retailer, offering accessible and limited edition designs. The showroom opening follows the brand’s first ever TV advert and showcases the company's distinctive brand refresh, which launched online in late March, whilst its TV debut was first aired on 4 April.

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The Mercer Walk pop-up, designed by Studio Stilton in collaboration with Swoon, will offer visitors more than 200 products as well as in-house workshops and experiences.

'Covent Garden is the perfect location for our largest Central London pop-up to date. The venue in Mercer Walk, secured with the help of Storefront Marketplace, is an ideal space to showcase our latest designs alongside our newly launched brand identity,' says Tom Chalet, head of spaces at Swoon.

Simon Taylor, property director at The Mercers’ Company, adds: 'The Swoon pop-up store opening reflects the popularity of Mercer Walk for brands to launch to a wide audience within Central London. Swoon joins a great line up of complementary fashion and lifestyle brands including Smashbox and H&M.'

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