Shackleton opens pop-up shop on Regent Street
Luxury British performance outerwear brand Shackleton has just opened a new 900 sq ft pop-up concept store at 63 Regent Street in London – set to run until April 2022.
The store is located a stone’s throw from 4 Burlington Street in Mayfair, the address where Sir Ernest Shackleton set up his polar expedition HQ in 1913.
A sign outside the store takes the words used by Shackleton for a newspaper advertisement to recruit explorers for his famous 1914 Antarctic expedition. It reads: “Men Wanted for hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger. Safe return doubtful, honour and recognition in event of success.”
The store features the latest 100% recycled AW21 collection, with key pieces including the "Haakon Tactical Parka", the "Lokroy All-Conditions Parka" and the "Rothera" hooded down jacket.
Visitors to the store can view exclusive film and photography of the current record-breaking Adaptive Antarctica expedition to the South Pole, which is being undertaken by adaptive explorer Martin Hewitt, and Shackleton’s Director of Expeditions, Louis Rudd.
In-store, those looking for “the adventure of a lifetime” are invited to discover the range of exhilarating expedition travel experiences the brand is offering through "Shackleton Challenges", the company’s “ultra-travel” business which challenges people to push themselves to the limit in some of the world’s most spectacular and extreme environments.
Over the coming months, the store will be playing host to an array of activities, with events and speakers to commemorate the centenary of Shackleton’s death in 2022.
Martin Brooks, Co-founder and CEO of Shackleton, said: “We have a powerful brand with a unique story, married to a range of high-performance expedition-grade apparel and an exciting expedition travel offering. Now our job is to extend our reach and connect all of this to as many people as possible. Regent Street is an outstanding, iconic location that delivers both quality and quantity of audience in spades.
“The store is a stone’s throw from 4 Burlington Street, which was where Shackleton launched The Imperial Trans-Antarctic Expedition in 1914.
“There'll be a big moment on 5 January, 2022, which is the centenary of the death of Ernest Shackleton. We are launching a partnership with the Royal Geographical Society to support this.”
It’s the third London seasonal pop-up shop the brand has undertaken, the first being for three months from early December 2019 at 68 Duke Street in Mayfair, and the second being at the beginning of December, 2020, at 11 King’s Road in Chelsea, which was later impacted by Lockdown 3.