Southern Californian-inspired US activewear brand Vuori is taking over a traditional London townhouse to introduce its women’s Vuori BlissBlend collection.
The pop-up at No 19 Greek Street, Soho, will open just for one day (12 September) between 6pm and 8pm, allowing consumers to “enter a colourful, immersive world through the lens of Vuori” with a series of “bespoke 360-degree euphoric wellness and aura activations”.
The multi-dimensional initiative is the brand’s first UK pop-up event since its arrival in the UK in 2022. The store opening last year on Long Acre, Covent Garden, was its first physical store outside of the US.
Each floor of the four-storey Soho townhouse will feature a “walk-through creative world that interprets the new unique fabric”.
This includes light installations, interactive digital mapping, personalised aura readings and retail opportunities, alongside a bespoke meditation session by author and founder of @Thy.Self, Chloe Pierre.
The new Vuori BlissBlend range includes the AlltheFeels Legging (£110) and AlltheFeels Bra (£65) in Almond, Lake and Claret colour-ways and in sizes XS-XXL.
Founded in 2015, Vuori started as a men’s brand before expanding to include a women’s line. The brand has since established itself in the burgeoning activewear market, expanding into France, Germany, Ireland, the Netherlands, Australia, Canada, China, Hong Kong, Singapore, the Middle East, and Mexico, via e-commerce including dedicated webstores and tie-ups with established multibrand online retailers.
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