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Printemps Launches London Mania Promotion

The centerpiece of the promotion is a sprawling Burberry pop-up shop.

ENGLISH ACCENT: Paris department store Printemps is taking on an English accent starting this week. The centerpiece of its “London Mania” promotion is a sprawling Burberry pop-up shop. The “Burberry Loves Printemps” initiative spans 56 exclusive products for women and men, five windows on Boulevard Haussmann and a chance for clients to pose for its Art of the Trench photo series.

Starting in September, pop-up shops for Adidas by Stella McCartney, Mulberry and Cambridge Satchel will intensify the theme, along with Vanessa Bruno totes and Dr. Martens boots splashed with the Union Jack.

This story first appeared in the August 22, 2013 issue of WWD.  Subscribe Today.

Printemps also teamed up with the British Fashion Council for sweatshirts by nine designers that show during London Fashion Week, including Topman, Meadham Kirchhoff and Peter Pilotto. The limited-edition tops are to retail for 65 euros, or about $87 at current exchange.

The British trappings extend beyond merch: Printemps also invited street artists from the London Art Wall collective to customize phone booths along with its Maria Luisa and denim spaces.

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