Netflix has announced the launch of its highly anticipated As Seen on Netflix pop-up shop, coming to London and Birmingham this October. Fans of Netflix’s most popular shows will have the opportunity to purchase unique memorabilia, wardrobe pieces, and iconic props from beloved series and films.
The one-day pop-up will debut at Bethnal Green Road, London on 12th October, before moving to The Bullring in Birmingham on 19th October. This exciting initiative is a collaboration with mental health charity Mind, with all proceeds supporting the charity’s mental health services across England and Wales.
A Treasure Trove for TV Fans
The As Seen on Netflix shop will feature an array of items from some of Netflix’s most iconic shows. Fans can expect to see Princess Diana’s jeans from The Crown, Eric’s bike from Sex Education, and Joan’s cheerleader outfit from Black Mirror. For fashion-first fans, there will be standout items like a Balenciaga top from The Gentlemen and Margiela jeans from Bodkin. As a special treat, the pop-up will also include a replica of Charlie’s bedroom from Heartstopper, to celebrate the launch of its third season.
In addition to the in-store offerings, a collection of special pieces will be available through an online auction on Mind’s eBay page starting from 11am on 11th October until 11am on 21st October. Bids for items will start at £9.99. Some of the items up for auction include:
- Original Lady Whistledown Papers and Penelope Featherington’s headpiece from Bridgerton.
- Dushane’s denim jacket and Sully’s Y3 tracksuit from Top Boy.
- Margaret Thatcher’s suit from The Crown.
- Nick’s Carhartt jacket from the snowball scene in Heartstopper.
- The Rolls Royce t-shirt from Beckham signed by Victoria Beckham and a Real Madrid shirt signed by David Beckham.
- Joan’s wig from Black Mirror episode ‘Joan is Awful’.
- Signed Versace pants by Robbie Williams.
The auction, along with proceeds from the pop-up shop, will support Mind’s work in mental health services, providing free, confidential advice through helplines and their online peer support community, Side by Side.
In-Store Events and Excitement
On the opening day of both London and Birmingham events, the first 300 customers will receive a goody bag worth over £25 with any purchase over £5. The store promises to be a hub of activity, with a meet and greet with Pen Pen from Aggretsuko, live drummers, food, and drinks to create a fun atmosphere for shoppers.
Anne Mensah, VP of UK Content at Netflix, expressed her excitement about the pop-up, stating: “As Seen on Netflix is more than just a pop-up shop; it’s a celebration of incredible fan communities. Fandom has an extraordinary ability to bring people together, creating connections and community around a passion for stories. Our fans are the heartbeat of everything we do at Netflix, which is why we’re so excited to create this opportunity for fans to own a piece of the shows and films they love, and support the important work done by Mind.”
Mental Health at the Core
This partnership between Netflix and Mind is an important step in raising awareness and support for mental health services across the UK. Sarah Hughes, CEO of Mind, commented on the power of on-screen portrayals of mental health and the importance of this partnership:
“We know that when mental health issues are explored on-screen, they can hold real power in helping us to understand our own experiences. Right now, we know that increased mental health support has never been more important. Two million people are currently stuck on waiting lists for NHS services, and many more feel unable to reach out for the help they need for fear of discrimination, being judged, or not being taken seriously.
“That’s why we are delighted to be joining forces with Netflix for this very special partnership, to make sure no mind is left behind. From exclusive props to iconic wardrobe pieces, there really is something on offer for everyone, and every item sold will help us be there for even more people who need us. This includes through our services and network of local Minds, campaigning for change and challenging stigma, to make sure everyone can access the support they need.”
A Celebration of Fandom
Alvis, a moderator of the r/HeartstopperAO community on Reddit, spoke about the significance of the Heartstopper fan community and how the series has brought people together:
“The Heartstopper fan community is full of people from such a variety of backgrounds and of such a range of ages, who often share their queer joy, coming out stories, and experiences of acceptance and self-love – as well as how Heartstopper has played into them. People massively appreciate Heartstopper for its story, its characters, its visual identity, and of course the topics it discusses; many of which I know resonate especially deeply with those who, at Nick & Charlie’s age, may have lacked these discussions in media or in their own lives.”
For fans who can’t attend the physical events, the auction provides an exciting opportunity to still take part, with items like Otis’ bike and Jean Milburn’s wooden penises from Sex Education, as well as original drawings from The Witcher and a Casio watch signed by Jeff Goldblum from KAOS.
For more information about As Seen on Netflix, visit Mind’s website.
