The Good Ship Benefit Pop-up, London
The Good Ship Benefit at R.S Hispaniola, Victoria Embankment, London WC2N 5DJ
Our favourite pop up store of last year was the Benefit Curls Parlour; a three floor house in Soho, which billed itself as a sassy space for ‘curls, cupcakes and cocktails’.
In a world where permanent retail is often a bit dull and ‘samey’, this was the most fun and creative thing we had seen from the brand. This is why we love pop ups so much; they allow brands to be brave, creative and experimental
This year, Londoners strolling the banks of the Thames will notice an unusual vessel bobbing on the water: a thoroughly pinkified R.S. Hispaniola.
Good Ship Benefit is a five month pop up boat store, designed by Devries and The Persuaders, which extends the product promotion from last year, creating a vessel of light entertainment.
The pink signage, bunting, sun umbrellas and buoys might hint at what’s to come, but it’s only when you climb aboard that you get to see the true extent of the retro-inspired revamp.
The whole ship has been mutineered in the name of showcasing the brand’s cosmetics offerings, with five separate rooms melding leisure and makeup to creative effect.
Pop ups are great because they free brands from the constraints of permanent retail, allowing them to be brave, creative, experimental, and, above all, fun.
Having checked in via a hot-pink welcome desk, guests then start their journey in Pinkton Parlour, a cocktail bar that blends old-school diner with more than a touch of Grease’s Pink Ladies – and a spot of nail art.
Highlighting the brand’s brow expertise, the Art Deco-inspired Brow Lounge provides a luxurious setting for a high tea. The frivolity continues with the Hawaii-inspired Hoola decks, where visitors can take a yoga class before reclining in a Tiki hut with a Mai Tai.
Downstairs, the ‘secret’ POREfessional Vault room is all about clear skin – as well as bespoke cocktails mixed to guests’ personal preferences. Meanwhile, up on the top deck the Lashitude Restaurant, inspired by the brand’s mascara range, combines black velvet with fluorescent highlights for a dramatic dinner-time setting.
It’s a fabulously immersive, on-brand experience, and it’s bound to make a splash.