Hemyca opens pop-up installation at Broadgate Circle

London-based womenswear label Hemyca launched an immersive installation and pop-up shop on Broadgate Circle's open-air terrace in London yesterday (6 July).

A computer-generated image (CGI) of Hemyca's pop-up store and installation at Broadgate Circle
A computer-generated image (CGI) of Hemyca's pop-up store and installation at Broadgate Circle

The installation, which will remain open until 24 July, is divided into four segments. These include the 'Concept Store'which showcases the label’s autumn/winter 15 collection, as well as accessories and limited-edition pieces, including a clutch created exclusively for the pop-up. 

Complete with fabric, mood boards and digital elements, the 'Inspiration' area provides guests with insight into what inspires the Hemyca brand, meanwhile the 'Construction' zone features members of the brand’s design team, who demonstrate the work involved in producing Hemyca’s made-to-order garments.

Finally, 'From the pattern table to reality' looks at how the garments come to life through projection techniques.

The installation will also host a series of talks about the fashion industry. The first session, coined 'The Power of Style' is to be held today (7 July). It will be delivered by Mark Woolley, creative director at Electric Hair and Sophie Ferguson-Jones, stylist at Stylist magazine. 

Francis Odell of The London College of Fashion as well as Hemyca’s creative directors Helen Clinch and Myra Nigris will host an education-focused 'Start Your Fashion Career' session on 14 July, and on 21 July, Sam Ball of M&C Saatchi along with Hemyca's artistic director Che Franz will facilitate a session on innovation, named 'Innovation and Image'.

Nigris and Clinch said: "We are very excited to launch our first ever pop-up concept store creating a unique bespoke experience in collaboration with our partner Broadgate City of London."

Bernard Heersche, asset manager at British Land, which owns Broadgate, added: "At British Land, we believe people increasingly look for great shopping experiences close to where they work and travel.

"That makes Hemyca exactly the sort of innovative brand we want to support at our campus in Broadgate. We’re hugely excited to be hosting this brilliant pop-up in the brand new Broadgate Circle."

More: Broadgate Circle to welcome 11 new eateries

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