From his beginnings at Boxfresh, Roger Wade has had containers on his mind. So post Boxfresh sale, the consultant role of his dreams has finally come true with the creation of the very first pop-up mall using refitted containers that offer retailers short 1-5 year leases allowing brands to test the market. Essentially building blocks, the containers are moveable, so if a particular area doesn’t work for your brand you can move your store in principal anywhere around the country, or the world for that matter! Get your head around that!
It opened over the weekend and there are over 40 cool brands plus food and drink retailers – all carefully chosen.
In order to provide a unique experience, Roger Wade wants to move away from the sameness of the High Street with its predictable fascias and focus more on people, brand loyalty and pure entertainment. His belief in physical retail means that the Boxpark website will focus more on the owners and managers working in the shops then on the product, after all they already have their own websites. Open 7 days a week for an initial 5 years, Boxpark is in Goodsyard, a 4.7 hectare site leased from the Hammerson and Balleymore Group. It is a site has been unused for over 40 years.
Boxpark features new concept stores from Amnesty, Art Against Knives, David Mayer Naman, Marimekko, Nike, Oakley, One True Saxon as well as independent brands such as Playful Promises, Abuze and first-time UK stores for Boxfresh, Luke, Onepiece, Urbanears and Smiley.
With new business partner Charles Dunstone (Mr. Carphone Warehouse himself), Roger Wade’s dream is en route to go worldwide! Amsterdam next?