Pop Mart has opened a new London store on Brick Lane, introducing a fashion-focused retail concept that marks a shift in direction for the global designer collectibles brand.
The store, located at 6 Dray Walk, is the company’s 15th site in the UK. Unlike previous openings, the Brick Lane location is dedicated to fashion and lifestyle accessories, positioning Pop Mart within one of London’s most established destinations for vintage fashion and independent design.
Pop Mart has become widely associated with the LABUBU phenomenon and a portfolio of intellectual properties including HIRONO, SKULLPANDA and CRYBABY. The new store signals a strategic diversification, with fashion presented as a core area of growth rather than an extension of its collectibles offer.
The concept reflects a broader repositioning, enabling its characters to extend beyond display formats into apparel and wearable accessories. According to the company, this approach integrates its IP into contemporary wardrobes as intentional style statements.
Hirono At The Centre Of The Concept
HIRONO, created by artist Lang, anchors the Brick Lane store. Defined by an introspective character narrative, HIRONO has previously appeared primarily in sculptural collectible form. The new store translates the character into wearable design, extending its aesthetic language into fashion.
Campaign Collaboration
To support the launch, Pop Mart has collaborated with British streetwear figure Leo Mandella (@gullyguyleo) and creative Yung Aly (@yungalyy) on a fashion-led digital campaign.
Mandella is known for connecting luxury fashion with streetwear culture, while Yung Aly brings an identity-led styling approach. The campaign positions the Brick Lane opening as a convergence of retail, fashion and digital influence.
Design Concept Rooted In Brick Lane
The store design responds to its East London setting. Brick Lane’s layered architectural history and street culture have informed the approach, with the existing red brick retained and the scale and texture aligned with the surrounding streetscape.
The interior incorporates objects sourced from local vintage markets, while wall text reflects the language and character of the neighbourhood. The design positions the store as embedded within its context rather than distinct from it.
Fashion And IP Strategy
The opening aligns with Pop Mart’s broader strategy of integrating its intellectual property into fashion. Previous collaborations include a second capsule collection with Moynat, featuring Kasing Lung’s The Monsters.
Partnerships with UNIQLO and BEAMS have also expanded the brand’s reach into apparel. Its characters have appeared as bag charms and accessories, worn by figures including LISA, Dua Lipa and Rihanna.
The Brick Lane opening represents a further step in Pop Mart’s evolution from collectibles specialist to a broader lifestyle brand. Rooted in East London’s cultural landscape, the store positions fashion and intellectual property at the centre of its next phase of UK growth.
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