LONDON — Indie brand House of Sunny has opened a pop-up shop in the heart of Soho.
Composed of two floors — one for womenswear and one for men’s — each reflects the brand’s midcentury modern interior design ethos.
More from WWD
“In the space downstairs, we wanted to highlight that it was clearly a pop-up, through minimal furniture and white architectural detailing made with plaster,” said Sunny Williams, the brand’s founder.
“But as you see the whole store, you will see a vase that we’ve sourced on holiday and as you get upstairs there’s more of an eclectic mix of products — as we build, we might bring in custom furniture,” Williams added, teasing that the brand may soon expand into selling furniture and objet, too.
The brand, which presented its fall 2023 collection, “Law of Attraction,” in January during London Fashion Week, opened its Hackney flagship in 2021.
In response to the store’s success, the label is launching a pop-up in central London in the hopes of expanding its audience.
Its psychedelic patterns, pastel hues and retro flair were quick to resonate with a young audience looking for optimistic designs that retained the comfort factor.
Capitalizing on that popularity, the brand has since expanded its selection of womenswear and launched a line for men.
The pop-up will be the first to house the brand’s most recent collection alongside in-store exclusives, such as a heavyweight cotton T-shirt with screen printed graphics. Shoppers will also be able to grab coffee at House of Sunny’s limited-edition café, which serves an array of beverages.
“We are thrilled to make it an immersive experience, with lifestyle and story elements of our independence and design,” Williams said.
Best of WWD