Kate Spade approached Neverstop with the objective to debut their brand to the fashion saturated UK market in a unique way that would generate buzz and create brand awareness against all odds. Neverstop’s solution was to create a personality behind the “Kate Spade Girl” and express it in the form of a “pop-up apartment” on Henrietta Street in Covent Garden as if the Kate Spade Girl had just moved to London, in an effort to cut through the clutter of run-of-the-mill pop-up stores.
The “pop-up apartment” was a dream home for its Kate Spade “girl-about-town” muse. It consisted of a lounge, kitchen, dining room, and bedroom - spanning across two floors. The shop housed fashion, bags, footwear, crockery, furnishings, and art, in addition to merchandise exclusive to the London market and Neverstop was responsible for all aspects of the conceptualization, creative, execution, inventory management, and retail/POS operation.
