Marc Jacobs opens first UK pop-up in Covent Garden

Marc Jacobs has moved on from his giant tote bag pop-up in New York and as of this week has opened a London pop-up, located in Covent Garden’s historic Piazza with the store dressed up as an entirely mirrored box.

London feels a bit like a city of pop-ups at the moment and some are a world away from the makeshift approach brands often take to such spaces. This one certainly is a lot more impressive, courtesy of creative agency Backlash.

That makes sense as it’s the brand’s first UK pop-up and comes as the neighbourhood should be a tourist magnet in the run up to Christmas.

It also comes as the label launches a new campaign featuring Kim Kardashian that dominates the nearby Covent Garden underground station, “while a nine-foot-tall silver tote bag swing serves to signpost the pop-up”.

It will be hard for visitors to the area to miss the store both because of its positioning and the shiny finish of the exterior.

The company said the “specially built space is a full-throttle expression of the season’s high-shine codes, conceived as the ultimate gifting destination for the upcoming Holiday season”.

Inside, the Resort collection is key. There’s a Crystal Canvas Mini Tote Bag, which is a focal point of the new campaign and which is available at the store exclusively. Meanwhile, while the Tote Bag and the Wallet appear in new and limited seasonal colours, including lipstick pink. 

Elsewhere, there are signature and new bags in silver, pearl, and rhinestone finishes, plus a curated selection of small leather goods and jewellery. 

The space further features “touches of the iconic monogram” along with inflated metallic balloon letters and stars – motifs taken directly from the latest jewellery collection and worn by Kardashian in the campaign.

At the back of the pop-up, a mirrored area is designed to provide a strong photo background. 

And there are also mannequins in “bedazzled Kiki boots and corsets” to display the latest runway-inspired ready-to-wear offering that’s available at the brand’s Regent Street flagship.

The pop-up will be open until 3 December, along with the takeover of the Covent Garden underground platforms and an immersive 3D installation at Tottenham Court Road station.