Klarna announces first UK immersive pop-up

Klarna, the Pay later company, has turned its sights on the high street by announcing the opening of its first UK immersive pop-up store.

The project aims to show retailers how building a positive “play-area” for buyers can inject new life into bricks and mortar outlets. At the same time, it wants to create new opportunities for pure-play digital brands to get hands-on with customers and create even closer engagement.

Klarna’s first UK all-immersive store will be popping up in London’s Covent Garden for a week of daily-themed, high-octane fashion and lifestyle events including free refreshments and entertainment. The double storey pop-up will showcase an appealing mix of fashion, beauty, sports, interiors and technology and feature brands such as ASOS, Beauty Bay, Cambridge Satchel Company, Finery, Schuh and Swoon.

Designed to be a totally visual, “feast for the eyes”, with quirky, cool and amusing displays, the Klarna pop-up brings digital shopping experience to life, featuring many brands and products, previously only available online. The pop-up will also include styling by industry experts, free beauty treatments and exclusive ticketed events in collaboration with some of the UK’s biggest brands.

Explaining the pop-up rationale, Luke Griffiths, GM of Klarna UK, said: “Anyone who knows Klarna, knows we like to do things differently. Whilst we believe payments should be smooth, we also believe the overall shopping experience should be inspiring so consumers can put together creative looks that are fun and affordable.

“With retailers facing increasing pressure to acquire, retain and convert customers, we wanted to show how creating positive consumer experiences is the real secret to success and building loyalty. Happy and engaged visitors will come back, bring their friends and share their experience through social. We’re delighted to be able to create this unique and collaborative space, bringing together some really cool brands to demonstrate what’s possible with a little imagination and lots of passion!”

The Klarna Pop-up will be open to the public from 512 June at 9-11 Shorts Gardens, Covent Garden, WC2H 9AT. Tickets will be available free of charge in the week prior to the event.