Budget store Primark is opening its first ever pop-up store, at Boxpark Shoreditch.
The temporary shop marks the launch of Primark's new Wellness collection, with 75 products from the range available to buy ahead of its official launch at the end of February.
The range's mantra is 'comfort, rest, and reflection', three words rarely associated with the usually-chaotic Primark shopping experience.
While the pop-up is significantly smaller than the chain's usual high street shops, it is stocking products across womenswear, menswear, homeware and skincare. Primark is at pains to highlight the sustainability aspect of the new range — all products in the Wellness collection are made using either organic cotton, or recycled or sustainable materials.
The shop itself uses wooden fixtures, cardboard hangers and recyclable display panels, in a bid to improve perceptions of the brand's ethics and sustainability practices, which have been brought into question in the past.
Primark is at Boxpark Shoreditch, 18 February-8 March 2020.