BOX CLEVER

If you’ve been to Shoreditch and don’t know what BOXPARK is then you must have been spending far too much time with your face in your phone.

 

Firstly, it is right by Shoreditch High Street Station, the excellent London Overground line which runs north to south London. Secondly, BOXPARK consists of 60 huge shipping containers painted black and white with chevrons that steer you into the space, without you quite being aware of it. Thirdly, it is directly opposite the iconic Tea buildings. Really, you cannot miss it.

BOXPARK is the brainchild of Roger Wade, the original owner of BoxFresh, which started life on a market stall. After selling the company, he was looking for a fresh challenge and came up with the idea of a pop-up mall. This combines the ethos of market trading, (flexibility of short term leases and affordable rents) with an overarching brand identity – making the whole greater than the sum of the parts.
 

BOXPARK did not destroy any existing buildings as the land it occupies was previously derelict. It opened in 2011 and was the first pop-up shopping mall in the world. An additional benefit is sustainability - if the lease runs out or it all goes pear-shaped, it can simply pack up the containers and take them elsewhere, with minimal impact on the environment.

Right from the start there was a canny strategy going on at BOXPARK. It understood that in a world where everything can be bought online from the comfort of your own sofa, you have to offer something extra. So BOXPARK is as much about entertainment as shopping. Most of the upstairs units are food and drink outlets and there is a diverse and never ending series things to do - from lino cutting workshops, to talks by illustrators, independent film screenings to DJ sets. It’s hard to keep up with everything that is going on.

Being in BOXPARK is a unique experience for everyone, made all the more so by its sense of community. There is an array of global and local brands across fashion, footwear, homeware, cafés and bars – but the uniting essence is innovation, vibrancy and attitude.

We thought it would be good to speak to some of BOXPARK’s current residents and ask them what makes it and Shoreditch so special.

Playn Eyewear was launched 2 years ago, by cousins Lisa and Tess. The frames are handmade and designed with the principle “80% plain and 20% play”.

Tess told 99shoreditch why she is so enthusiastic about the area “I love that there is such an eclectic mix of people who get together to work, drink coffee, eat and live. This breeds a lot of creativity and innovation, which is quite special and unique to the area”. 

The appeal of Boxpark is that “it’s such a well curated mix of independent brands. You can find surprises and beautiful products in almost every store that you would not find elsewhere”.

Elizabeth Hirst owns TUSCH UND EGON who offer unusual, one of a kind art and design products. Bursting with colourful, quirky pieces it fits in perfectly at BOXPARK. She says “Shoreditch is buzzing with creativity! There are lots of original shops, cafés, and galleries that attract a colourful, interesting mix of people”.

Bed Head is one of the more established, commercial brands at BOXPARK. It is a hair salon full of unmistakably bright products. It has embraced the BOXPARK ethos completely and happily coexists alongside its smaller, independent neighbours.

Gen Itoh, Creative director explains why Bed Head and BOXPARK work so well together “I love East London. It’s a non-stop circulation of fashion, art, music and culture. Bed Head Hair Space allows us to raise our game artistically, pushing the work we do using Bed Head products, organising events whilst creating great hairstyles”.

Salma, the stylist, says it is the constant change in Shoreditch that appeals to her “New cafés and shops appear every week. Behind every corner there is always something interesting to see. BOXPARK fits our brand well as it’s simplistic, young and easy to approach. People come here to find something new and up to date”.

Filling Pieces was established in Amsterdam in 2009 by owner and designer Guillaume Philibert. The shoes are designed to fill a gap in the market - between Haute Couture and Street Couture. They are less in your face than some trainer brands and have a more chic, understated look. Sales consultant Emad says “The area is special because of the creative vibe it has. We are a creative brand and so it matches us perfectly.”

Secrets from the Boxpark residents! 99shoreditch asked all these people about a secret / favourite place to go locally and here are some of the answers:

Tess – “For a healthy and super tasty lunch, I can highly recommend Cookdaily upstairs at Boxpark- it’s delicious. And it’s Vegan!”

Salma –“I love the bar near Bethnal Green station called Satan’s Whiskers. Exciting cocktails and great service make your weekend. Private enough for a lovely get together with friends”.

Elizabeth - “One of our favourites, breakfast at Franze and Evans on Redchurch Street”.

Emad - “That would be Shoreditch House”.

So, day or night, if you leap off the train at Shoreditch High Street you will practically land in BOXPARK and with so much going on, you will never be short of something to do - or discover. 

http://www.boxpark.co.uk/99shoreditch-tour-boxpark/