British luxury performance-wear brand Shackleton is opening a new concept store on London’s King’s Road, Chelsea. Open from 2nd December and running for four months, the new space is Shackleton’s second bricks and mortar venture following the success of last year’s pop-up in Mayfair.
As well as serving as a retail space where customers can discover and purchase Shackleton’s expedition-grade outerwear and knitwear which includes stylish leather jackets, the concept store will offer an immersive brand experience to shoppers. Customers will be able to explore a perfect replica of the 23ft wooden lifeboat that Sir Ernest Shackleton used to escape Antarctica over 100 years ago, while an in-store projector will live stream interviews with people working on the ground in Antarctica.
Martin Brooks, CEO of Shackleton, said: “The physical store marries together a traditional retail space with an immersive brand experience to provide flexibility for us to tell the Shackleton story and showcase our apparel. The Shackleton product is technically superior to anything else on the market, so we really need customers to touch and feel it to appreciate the difference. Shackleton is about inspiring people to live more courageously, we want people to put on a Shackleton jacket and think that there’s nothing they can’t do.”
Designed in London, the range of expedition-grade Shackleton pieces combine true polar performance with highly refined materials and construction. The new retail space features a showcase of the brand’s 2020/21 range of pioneering apparel including jackets, knitwear, layers and accessories which appear under the “Engineered for Extremes” seasonal theme.
The Shackleton pop-up store will be located at 11 King’s Road, Chelsea, SW3 4RP from the 2nd December 2020 – 31st March 2021.