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Shaftesbury unveils redeveloped Soho retail parade with hand-picked pop-ups

Tom Bottomley
07 December 2022

London landlord Shaftesbury has today unveiled the long-awaited redevelopment of the lower floors of 92-104 Berwick Street in Soho, which has created 11 new retail units - temporarily filled with selected pop-ups.

The site, which has been boarded up for a decade, is located at the bustling Berwick Street Market end of the street, opposite Gosh! Comics and Misan Fabrics, and around the corner from Supreme.

Shaftesbury’s long-term strategy is to curate a mix of independent and ‘London first’ stores and restaurants.

The units consist of a total of 16,400 sq ft of retail accommodation, and 3,600 sq ft which is suitable for restaurant use.

The line-up of pop-ups includes up-and-coming independent British unisex label A State of Nature – the winner of Shaftesbury’s ‘Soho Incubator Project’ competition – now open at 99 Berwick Street. That will run for three months until March 2023.

Other pop-ups include Soho Space at 98 Berwick Street, which is a dedicated rotating concept store for small British businesses, charities and activations. Soho Space will have a rolling programme of activations throughout December into the New Year. First up is China Exchange, bringing together artists, community members and volunteers to “create unique and beautiful products” that share the hidden stories of London’s Chinatown.

Following its successful pop-up in Carnaby, Are You Mad – a shop that has created a circular plastic recycling retail experiment for people to get involved in - is open at 96/ 97 Berwick Street. Are You Mad will be open as a workshop space where customers can bring in their rubbish, learn about plastic recycling and have the opportunity to turn their own trash into something creative.

Shaftesbury Retail

British photographer Thomas Knights will be showcasing his ‘Red Hot’ exhibition at 102 Berwick Street, and The Museum of Youth Culture is opening at 95 Berwick Street. The independent museum is dedicated to the styles, sounds and social movements innovated by young people over the last 100 years.

Samantha Bain-Mollison, Retail Director at Shaftesbury, commented: “Launching these new spaces with a mix of pop-ups will give exciting independent businesses and charities the chance to reach the Soho community, alongside the more established brands here.

“Our ambition is that the new development will continue to attract a diverse mix of flagship, digital native and independent tenants that adds to the array of exciting concepts and complements the village culture in this exceptional location.”

Andrew Price, Property Director at Shaftesbury, added: “Taking ownership of a new site of this scale in a destination like Berwick Street is a rare opportunity. This development is the latest realisation of our vision to create destinations that surprise and entertain new and returning visitors, bringing some very special retail and restaurant businesses to this part of Soho.”

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