Global Swedish design brand kikki.K has made its first retail appearance in the UK with a London pop-up store designed by Dalziel & Pow. The ‘Hej London!’ pop-up will showcase the brand’s authentic story, Swedish heritage and design philosophy to British shoppers and tourists alike, in a richly engaging and unique example of ‘storytelling through stationery and design’. Located in Covent Garden’s Opera House Parade, the launch came ahead of a permanent UK store just around the corner on James Street. Unique to the London pop-up, a playful animated projection wall brings the kikki.K story to life – illuminated details over the paper-art display create individual narratives.
The wall features three chapters, including the ‘3am list’: the moment when founder Kristina Karlsson woke in the middle of the night feeling discontent with her career and decided to write down what really mattered to her, sparking the idea for kikki.K. Narrated by Kristina herself, these stories help to immerse and engage consumers with the kikki.K brand. The pop-up also celebrates the brand’s design heritage by showcasing eight iconic products with a cult-like following from kikki.K’s loyal fans. Dalziel & Pow partnered with acclaimed British artist Lydia Shirreff to create beautiful handcrafted paper sculptures to communicate each individual product story, displayed in gallery-style plinths around the store.
Also within the store are two artistic installations to demonstrate kikki’K’s creative passion: Behind the cash desk, kikki.K’s brand purpose; ‘Dream. Do. Enjoy. Share’ are expressively spelt out by a wall installation composed of nearly two thousand white pencils inserted into a pegboard wall stretching across the store. While in the centre of the space an intricate paper sculpture features reams of pages unfolding from an iconic kikki.K 365 Day Journal, suspended mid-air as if blown by a gust of wind. The brand’s first physical store in Europe, this 1,500sqft space distills the new global store concept by Dalziel & Pow, which debuted in Chadstone, Melbourne earlier this year. Key features include dynamic display landscapes, carefully styled workspaces, a neutral, earthy palette of timber and tonal whites, and mood boards highlighting the inspiration behind each collection.
The pop-up was closely followed by the opening of another kikki.K store in nearby James Street, capitalising on the unprecedented interest shown in the brand. Giving customers more to shop from the kikki.K collection and a feel for what they can see around the world, a huge queue had formed outside the James Street store ahead of the doors opening, illustrating the interest and excitement there is around the kikki.K brand. An opportunity for an early lease has led the brand to open a temporary boutique for the run- up to Christmas, which in January will be transformed into kikki.K’s first permanent London location. With only two weeks to design, plan and build a 900sqft store, Dalziel & Pow created the space using combinations of off-the-shelf fixtures and bespoke furniture that could be prepared in the exceptionally short timeframe. The standard fixtures have been adapted and finished to match kikki.K’s brand aesthetic of whitewashed wood, neutral tones and clean lines. The result is a pared-back environment in which kikki.K’s product can shine.
The 900sqft space follows the new ‘kikki.K Studio’ concept. It will be an inclusive hub for making, teaching and meeting, with a large workshop table in the heart of the space for hosting a regular programme of events and product demos, from crafting to wellbeing and life skills. With a row of real silver birch trees against a winter forest backdrop, it feels like a quintessentially Swedish Christmas scene, the perfect setting to introduce new shoppers to the brand.
Kristina, whose dream is to open kikki.K boutiques in her favourite cities all over the world, said she is thrilled to launch the brand in London: “To open kikki.K boutiques in London has always been on my 101 dreams list, so to see it come to life now is so exciting! Opening up two stores in Covent Garden has allowed us the freedom to do something we think is genuinely special and unique in the retail landscape. The Londoners who know and love us are so very excited given they’ve been asking us constantly on social media to open in London – and those who don’t yet know us will have the chance to get to know why people around the world are falling in love with kikki.K in two unique, exciting and engaging spaces. I’m so excited!” Ross Phillips, Associate Design Director, Digital at Dalziel & Pow said: “It’s a pleasure to be working with a brand that has such a unique and personal story to tell. We’ve worked closely with their creative team to bring these stories to life through a rich audiovisual treatment that feels appropriate to the brand, the product and the space. We are looking forward to seeing customers reactions as they immerse themselves in the world of kikki.K”
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