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Back to Blog July 17, 2013

CVUK: The Beach In The East

This summer a pop up concept store ‘The beach in the east’ has emerged to celebrate everything ‘California cool’ a creative mix of summertime looks that embody a youthful nostalgic spirit with brands from the likes of Acne, House of Holland, Eddie Borgo and Thomas Tait.

The pop up shop was dreamed up by Yasmin Sewell and Paper Mache Tiger (a creative marketing and communications agency) after a discussion about the lack of summery feeling around London during a miserable sprint. As the heat wave has hit the UK, Yasmin’s solution to erect a pool in the heart of Shoreditch couldn’t be more perfect.


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The installation is home to a bespoke product mix that has been meticulously hand-picked, each item lovingly chosen to fit the summer time brief but also expressing a boyish and fun flair. The selected designers were so inspired by the project that they produced exclusive pieces. Henry Holland, renowned for his vibrant and fun designs created these nifty polkadot dungaree shorts which team with a Cecile oversized tee and some ‘Crazies’ sunglasses from Thomas Tait is a perfect summertime look.


After a visit to the shop I must admit the shopping experience is completely unique, a mood board installation that’s refreshing, fun and contains some of the  best names-to-know.

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The beach in the east products are being sold exclusively at farfetch.com, an online boutique that has become a hub for the global fashion community. The pop up shop is open to visit throughout the summer until August 24th so pop in (pardon the pun) and indulge in some summery goodness

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