Saturday, June 15, 2013


Summer has finally arrived in London and Yasmin Sewell has decided to capture the spirit of the season and create her own pop up store. Based in the heart of Shoreditch, Beach in the East is unlike any other pop up store around. 

Yasmin Sewell has collaborated with Paper Maché Tiger and erected a swimming pool in the centre of their showroom. If this doesn't make it exciting enough, she has gone on to fill the place with a mix of young and established designers from ACNE jeans, swimwear from Lisa Marie Fernandez and jewellery from Jil Urwin. The whole set up screams California Cool and with an endless supply of FIJI Water on offer it is hard not to spend your whole day here. 

Beach in the East is open Monday-Saturday 10am-6pm until the 24th August. If you cannot make a trip to the pool/beach then you can shop the pop up on 


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