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Just Opened: Pop-Up Fashion Boutique Stores at Bayswater Whiteley’s

BY Boon Koh
Published 26 March 2010

In a trend that started with the Friend’s Central Perk Cafe last year and continued with HMV and other high street shops over Christmas, pop-up boutique stores are coming to the Whiteleys Shopping Centre in Bayswater.

A range of pop-up shops were launched last night at the Whiteleys building on Queensway, with celebrities such as Sadie Frost, Jameela Jamil, Jemima French, and Eliza Doolittle all in attendance – although I am slightly worried because I don’t recogize any of those names! There was one name that I do recognize though – Kelly Osbourne – who was there too at the exclusive launch party to kick off the celebrations.

On the more important facts about the pop-up stores, there were upcoming fashion brands such as Frost French, Pop Store, Junk Food (is that even a brand??), and Wildfox. These small temporary boutiques provide a much needed fashion boost to the Whiteleys centre. Although it has an Odeon cinema, loads of eating places like Yo Sushi and Pizza Express, it did lack some more upmarket fashion brands and boutiques to round it out. Proper fashion shops in the mall were more of the high street variety – with Gap, H&M, and Muji all having outlets in Whiteleys.

While the special gusts last night were treated to a gig by Alice Dellal’s band, called Thrush Metal, ordinary customers today were treated to 20% off discount vouchers being handed out all up and down Queensway today and around Bayswater. These vouchers are valid at any of the pop up stores, and the 20% discount voucher is valid up till the 23rd April. If there happens to be sale on at the same time, it might very well be that the two discounts stack and its a double bonus! I managed to snag two of the vouchers from the promotion guys with massive billboards strapped to their backs, so if anyone would like one of the vouchers give me a shout in the comments section below!

The full list of boutiques opening the pop-up shop area on the first floor of Whiteleys:

  • Junk Food (T-Shirts fo the stars)
  • Frostfrench (Women’s Designer Fashion brand)
  • Disney Couture (famous for retro tee designs)
  • T-Shirt Collection – Christopher Lee Sauve (limited edition T-Shirts created by pop artist Sauve)
  • Wildfox (American vintage-inspired women’s knitwear brand)
  • Comune
  • Insight
  • Pop Store
  • Gentlefawn Clothing (dresses and tops for ladies)

Whiteleys Address: Whiteleys Shopping Centre, 144 Queensway, London, W2 4YN

Article written by Boon Koh.


  • Debbie

    Hi! I’d love one of the vouchers if you still have them…