Birchbox pop-up, London

Online beauty subscription company Birchbox has expanded its New York and Paris bricks-and-mortar ventures with a London pop-up.

On a corner of Soho’s vibrant Carnaby Street, the temporary boutique brings the Birchbox brand into the real world with an upbeat ‘build your own Birchbox’ (BYOB) experience.

Themed around the concept ‘With Love’, the pop-up is a charming blend of pastels and marbles in keeping with its mailer designs.

YourStudio has created a store that brings the Birchbox experience to consumers – in person.

A highlight is the eye-catching window display, highlighted in neon. Featuring a ‘love notes’ tree, it allows visitors to complete and add their own love note, as well as to record gifs to ‘share the love’.

Peach and aqua signs hang from the ceiling, pointing out different product categories, while Birchbox’s pick-and-mix products are housed in confectionery-style tubes spanning an entire wall.

These recreate the digital Birchbox offering in real-life: consumers fill a stylish marble and rose gold box with five trial-sized beauty products from new and established brands, all for a set price of £15.

They can also browse Birchbox’s Top 100 products to select and purchase full-sized items. A DIY gift-wrapping area lets visitors box up that special something for a loved one – or themselves.

Special events and evenings round out the pop-up experience, which will run through till the end of March 2018.