I-AM Beyond were commissioned by Sunday Times Style to promote their new weekly feature and online store, Hot List. All pieces featured in Hot List could be purchased in the online store thus bridging the gap between fashion journalism and retail.
To build awareness around this proposition, I-AM Beyond worked with Feix&Merlin Architects and Glassworks Studios to conceptualise and deliver an industrial-themed pop-up in St Martin’s Courtyard, Covent Garden in which shoppers could find the pieces featured in the magazine and online store. The store furniture, designed by Feix&Merlin, was formed from scaffolding and wooden planks, spelling out ‘Style Hot List’.
The pop-up was a great success, running for six months and gaining exposure in a range of key high-profile publications.
Photography by Simon Maxwell