Swoon chooses Mercer Walk to launch re-branded store
The Mercers’ Company has announced that designer interior brand Swoon has launched a 3,800 sq ft pop-up showroom at 7 Mercer Walk to coincide with their brand refresh and will open until April 29.
Swoon 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 their distinctive brand refresh, which launched online in late March, whilst their TV debut was first aired on April 4th. The Mercer Walk pop-up, designed by Studio Stilton in collaboration with Swoon, will offer visitors over 200 products as well as an in-house workshops and experiences.
Tom Chalet, Head of Spaces at Swoon commented: ‘’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.’’
Simon Taylor, Property Director at The Mercers’ Company added: “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.”
The news follows the recent refurbishment of Bill’s restaurant within St Martin’s Courtyard, one of only three locations the brand chose to launch their new concept design and bespoke menu in the UK. Alongside this, clothing brand, Rohan has opened their flagship store within St Martin’s Courtyard.
Knight Frank acted for The Mercers’ Company and Storefront advised Swoon.
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Notes to Editors
About The Mercers Company
Over the centuries The Mercers’ Company have looked after the welfare and interests of mercers in the City of London, managed charities, almshouses, and schools, and played a prominent role in London civic life.
During this time The Mercers Company have accumulated a large property portfolio, located mainly in the City of London, and in Covent Garden in the West End of London, including a Joint Venture with Shaftesbury PLC for St Martins Courtyard.
Income derived from the Company’s investments, particularly from property, funds the Company’s other activities and charitable works.
Established in 2012, Swoon is an online furniture retailer that champions originality, fine craftsmanship, and honest prices. After spotting a gap in the market for beautifully crafted, but affordable, furniture, they set out on a mission to bring great design to every home.
By investing their time and money into sourcing the best materials and craftspeople, rather than on lavish stores or warehouses, they've been able to make this mission possible. From made-to-order sofas to stand-out storage and, most recently, a stunning lighting range, Swoon Editions launches designs every day so there is always something new to see. Backed by Octopus Investments and Index Ventures, Swoon Editions is one of the 26 companies chosen by Tech City UK in February 2017 for its Future Fifty program, which supports 50 of the UK's rising tech stars.
For more information, visit www.swooneditions.com
Launched in 2014, Storefront matches occupier requests with spaces through its international online retail marketplace. In just three years it has become active in all major global retail cities including London, New York, Paris, Milan, Amsterdam and Hong Kong, and has received requests from over 80,000 brands.
Storefront works with well known international brands such as Karl Lagerfeld, Sonia Rykiel, Nike, L'Oréal, and Google and lots of emerging independent brands across different types of commercial spaces including high street retail, shopping centres, showrooms and event spaces.
In recent months, Storefront has launched several pop ups in London including Carnaby Street (MC Overalls), South Molton Street ( x2 Pritch London/Ganor Dominic and separately Oris), Seven Dials (Garbstore), Kings Road (Winser) and Burlington Arcade (Aza Famy).