Event space Brand x pop-up studio by Loop Creative
Event space Brand x pop-up studio by Loop Creative
Event space

Shifting spaces: Pop-up embraces the arts

12 : 06 : 2014 Pop-up : Convergence Retail : Bikini Berlin

Sydney – Non-profit-making arts organisation Brand X has opened a pop-up retail space, L3 Central, a creative playground that hosts different artists and retail in an interconnected environment.

Designed by loopcreative, L3 Central covers 1,000 square metres of the third level of Central, a vertical mall on the first six floors of the Jean Nouvel-designed residential tower One Central Park.

loopcreative used salvaged shipping pallets to create a series of interconnected spaces for flexible use. L3 Central features working studios for artists-in-residence as well as a gallery, an events space and a rotating line-up of creative retail. The focus of Brand X is to curate events and pop-ups that will encourage creative thinking and community. 

‘This initial six-month trial will be the first time a property developer has entrenched such significant cultural assets within a retail complex, paving the way for similar activations across the country,’ says Brand X. ‘The partners believe that such an activation will not only give artists valuable space to work but will also enhance the entire Central shopping experience with invitations to the public to participate in creative practice.’

Retailers take note, pop-ups are here to stay. For more on ways to breathe new life into this now-staid retail format, read our Innovate on the new shopping centre, Bikini Berlin.

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