// Isabel Spearman to bring her @DailyDressEdit Instagram concept to real life with pop-up store
// The style columnist is opening a store dedicated to dresses & cult brands in London’s Belgravia.
A pop-up store devoted to Isabel Spearman’s Daily Dress Edit Instagram page is set to open in London’s posh Belgravia district next week.
A notable style columnist, Spearman teamed up with property giant Grosvenor to create the pop-up store, which will be located in Motcomb Street for two weeks from May 9.
The store aims to transport shoppers to Spearman’s colourful Instagram feed, with a curated selection of dresses from 25 of her favourite brands and cult labels from the UK and beyond.
Spearman herself will be also on hand on selected days to help visitors choose their dress.
After customers have viewed and tried on new season styles, they will be able to make a purchase for free delivery via in-store iPads.
“I’m excited about giving customers a tangible experience of my Daily Dress Edit Instagram feed,” Spearman said.
“The dresses will be a riot of colour and print in all styles, ensuring there is a something for everyone, whether it’s for a party, summer holiday or just every-day wear.
“I really feel we are delivering a new concept of the pop-up and creating an amazing experience in a beautifully designed store for any visitor.”