“It’s kooky and boutique-y, which I love,” said V.V. Brown at the opening of the Kate Spade pop-up shop in London Wednesday night. Brown, who was wearing a Kate Spade birdcage pendant, DJ’d later that night, blasting out eclectic mix of Aphex Twin, Jay Z and UB40 at the event where guests included Daisy de Villeneuve, Leigh Lezark, and Gizzi Erskine. The pop-up shop — a sprawling town house in Covent Garden that once housed an English language school — is painted in shades of duck egg blue, red, and green and stuffed with quirky pieces of furniture.
This story first appeared in the October 15, 2010 issue of WWD. Subscribe Today.
In one room, guests gathered on a four-poster bed, sipping Champagne and nibbling on mini-hamburgers. The Los Angeles-based girl band The Like played a live set, and Erskine —a British television chef who’s known for her beehives and vintage Sixties dresses — tapped her feet to the band. She said the night provided a distraction from filming her latest cookery show – the biggest she’s ever worked on. “I’m quite scared,” she confessed, adding she’s also filmed a pilot for U.S. television.
During an earlier walk-through of the store, Deborah Lloyd, the brand’s president and chief executive, said the time was right for a U.K. launch.
“We’re a lifestyle brand now, and it felt like the perfect moment to launch here. And London is just the start,” she said. The Kate Spade store will remain open for one month, and the brand is looking to open a permanent, 1,800-2,000 square foot store in London in the first half of next year.