Cheap Monday: London on the winning list for a 10-minute pop up

By

Olivier Guyot

Published
Oct 9, 2014

On paper, the marketing plan seems perfect. Nevertheless we'll have to wait until the end of the day on 10 October to see the impact of the latest 10-minute Pop Up project by Swedish brand Cheap Monday.

A return to this original concept. To celebrate its 10 year anniversary, the jeans brand announced in September that on 10 October it would be setting up 10 pop up stores in 10 cities around the world for... 10 minutes.

And to to create even better contact with its fans, it asked them on the social networks to vote for a city from a list of 25 international cities. A reason for local communities to come together on a project with an international impact.

The day before the event, the brand finally unveiled its 10 capitals. And London is one of them. Fans of Cheap Monday thus have a date this 10 October at 10 am at Shoreditch Fire Station, 235 Old St., where the brand will be giving away a thousand pairs of jeans in the world's shortest pop up store.

In total, Cheap Monday plans on thanking its fans with 10,000 jeans, a thousand each to be given away in the ten winning cities: Hong Kong, Seoul, Amsterdam, Stockholm, Paris, London, Berlin, Antwerp, Madrid and Copenhagen.