Benefit Pop Up Parlour, London

The future of physical retail is all about getting us involved and inspired; otherwise we’ll all just shop online.

We love pop ups because they seem to be where brands lavish their creativity. It is almost as though because the space is temporary, everything is insulated from the serious world of permanent stores, and so brands can let their hair down and have a bit of fun.

Benefit cosmetics have opened a wonderfully playful and kitsch pop up parlour in Soho, on the site of the old Bay of Bengal restaurant.

Designed by The Persuaders, they have transformed the building into a 1950’s style coffee, cakes and cocktails beauty parlour, complete with bespoke furniture with a vintage feel.

“To celebrate the launch of its revolutionary new mascara, Roller Lash, Benefit Cosmetics is launching ‘Curl’s Best Friend’. The pop-up bar is a place for girls to celebrate the power of curls, the ultimate destination to let their hair down and ooze girliness, with a scrumptious menu of cocktails and cupcakes to choose from! ” (Benefit)

Open for only one month, between 27th February and the end of March 2015, the three floor space is all about hospitality, community and pampering.

The concept is accompanied by a new ‘Curl’s Best Friend by Benefit’ mobile app, which allows customers to book in beauty and faux-blow services, reserve bar tables, share photos and browse live newsfeeds. This is customer engagement for the mobile generation.

The ground floor is the Roller Lash area, serving cocktails, coffee and cupcakes, whilst guests try the new Roller Lash mascara; with its hook ‘n’ roll brush that grabs, separates, lifts and curls lashes.

Upstairs on the first floor, the beauty parlour and curl station offers make up, brow waxing and tinting as well as a ‘curly faux-blow*’ from the resident hair-styling professionals.

On the top floor, dubbed the secret floor, the Noir Bar is a dark and seductive cocktail lounge which opens as night falls after 7pm .

Each area has its own distinctive look and feel

For those outside London, Benefit is taking its Curls Best Friend Parlour on tour from the 17th April.