POPUP partnered with Jaded London to bring one of Britain’s fastest-growing fashion brands to the U.S. through a multi-city retail tour strategically aligned with three of the year’s biggest cultural moments.
Beginning with a SoHo flagship timed to New York Fashion Week, continuing to Melrose Avenue during both weekends of Coachella, and culminating in a Wynwood takeover alongside Miami Race Weekend, each activation was designed to meet the brand’s audience where fashion, music, and culture naturally converged.
From site selection and creative build-outs to merchandising, staffing, and day-to-day operations, POPUP delivered a seamless retail experience at every stop.
While each location had its own distinct identity, the tour was unified by immersive storytelling and culturally relevant programming.
In Los Angeles, POPUP created the now-iconic Smoking Room installation, first unveiled as a content activation on Venice Beach before becoming the centerpiece of the Melrose store.
In Miami, the experience evolved with live DJ sets, tattoo sessions, exclusive capsule drops, and community-driven events that kept the space energized throughout race weekend.
Together, the three-city tour established Jaded London’s physical presence in the U.S., creating unforgettable brand experiences that resonated with fashion-forward audiences across the country’s most influential cultural stages.
New York City, Los Angeles, Miami
