Pop Mart has opened a new London store on Brick Lane, introducing a fashion-focused retail concept that marks a shift in direction for the global designer , collectables brand.
The store, located at 6 Dray Walk, is the company’s 15th site in the UK. Unlike previous openings, the Brick Lane location is dedicated to fashion and lifestyle accessories, positioning Pop Mart within one of London’s most established destinations for vintage fashion and independent design.
Pop Mart has become widely associated with the LABUBU phenomenon and a portfolio of intellectual properties including HIRONO, SKULLPANDA and CRYBABY. The new store signals a strategic diversification, with fashion presented as a core area of growth rather than an extension of its collectibles offer.
The concept reflects a broader repositioning, enabling its characters to extend beyond display formats into apparel and wearable accessories. According to the company, this approach integrates its IP into contemporary wardrobes as intentional style statements.
Hirono At The Centre Of The Concept
HIRONO, created by artist Lang, anchors the Brick Lane store. Defined by an introspective character narrative, HIRONO has previously appeared primarily in sculptural collectible form. The new store translates the character into wearable design, extending its aesthetic language into fashion.
Campaign Collaboration
To support the launch, Pop Mart has collaborated with British streetwear figure Leo Mandella (@gullyguyleo) and creative Yung Aly (@yungalyy) on a fashion-led digital campaign.
Mandella is known for connecting luxury fashion with streetwear culture, while Yung Aly brings an identity-led styling approach. The campaign positions the Brick Lane opening as a convergence of retail, fashion and digital influence.
Design Concept Rooted In Brick Lane
The store design responds to its East London setting. Brick Lane’s layered architectural history and street culture have informed the approach, with the existing red brick retained and the scale and texture aligned with the surrounding streetscape.
The interior incorporates objects sourced from local vintage markets, while wall text reflects the language and character of the neighbourhood. The design positions the store as embedded within its context rather than distinct from it.
Fashion And IP Strategy
The opening aligns with Pop Mart’s broader strategy of integrating its intellectual property into fashion. Previous collaborations include a second capsule collection with Moynat, featuring Kasing Lung’s The Monsters.
Partnerships with UNIQLO and BEAMS have also expanded the brand’s reach into apparel. Its characters have appeared as bag charms and accessories, worn by figures including LISA, Dua Lipa and Rihanna.
“HIRONO has always been a vessel for the emotions we keep hidden. By bringing him into the fashion landscape of Brick Lane, we are turning silent introspection into a visual language, creating ‘wearable stories’ that allow people to express their vulnerability and individuality simultaneously.”
Lang, Designer and Creator of HIRONO
“We are incredibly excited to introduce a completely new retail concept to London and Europe, one that shows POP MART is not just a collectible brand, but a force continuously reimagining the boundaries of pop culture. Our stores have always been spaces for community and creativity, so evolving towards an apparel-led experience on Brick Lane is a thrilling next chapter for us! I’m confident our loyal customers and newcomers alike will be just as excited to see our characters step off the shelf and come to life through new forms of expression.”
Peter Shipman, Head of Europe and Managing Director at POP MART
The Brick Lane opening represents a further step in Pop Mart’s evolution from a collectables specialist to a broader lifestyle brand.
Stay informed with the latest retail and hospitality design news by subscribing to the FREE 365 Retail newsletter.
Entries are now open for the Creative Retail Awards, with over 20 categories available for submission.
