House style: Kate Spade enjoys home comforts

London – Cult New York designer Kate Spade has chosen to launch her lifestyle brand in the UK with a pop-up apartment in a bid to demonstrate the character of the brand at home.

The pop-up apartment-cum-store is like walking into a set from interiors magazine Elle Decoration. One room features a wall of colourful totes and other stylised rooms display tableware and bedding collections.

‘I think it appeals to Londoners because we try to add a twist and wink to everything we do and they appreciate that sense of humour and attention to detail in our collections,’ Deborah Lloyd, the brand’s president and chief creative officer, told LS:N Global.

LS:N Global has previously reported on the trend for brands to open Luxury Maisons as retail flagship stores.

The Kate Spade store at 7 Henrietta Street, London WC2, is open until November 13.