Chelsea estate, Sloane Stanley, welcomes design brands, Gong and Antique Modern Mix to the London district.
International contemporary lighting brand and wholesaler, Gong, has just opened its first retail pop-up concept at 336 King’s Road. It joins Antique Modern Mix, which successfully opened a showroom pop-up at 366-368 King’s Road in August.
Founded 21 years ago, Gong (pictured) started as a retail brand on Portobello Road and Fulham Road, but moved to specialise in wholesale within the decoration industry. With trade exhibitions cancelled due to Covid-19 restrictions, the business decided to invest in a new retail store, showcasing new collections and offering discounts on discontinued stock. The brand also has a wholesale portfolio, which includes a Maida Vale studio.
Mid 20th-century furniture and period antiques specialist, Antique Modern Mix, has embraced a flexible approach to retailing, weathering the changing restrictions, and establishing an online presence, trading via its own website as well as Etsy, 1st Dibs and Vinterior.
Property director at Sloane Stanley, Hannah Grievson, says: “As the nation has spent more time at home this year than ever before, people are keen to invest in their spaces, and being a leading art and design neighbourhood, we have an engaged audience eager to discover the latest interior styles.
“Since before the pandemic hit we have been working with innovative brands, embracing flexible leases and pop-ups, allowing the estate to be agile and respond in real-time to community demand and trends. This demand has attracted relevant brands such as Gong and Antique Modern Mix, who unsurprisingly have been performing successfully within the estate despite the challenges Covid-19 has brought to retail. We look forward to their continuing success and will be here to support them as they continue on their journey.”
The founder of Gong, Jo Plismy, says: “There were many reasons for us opening a pop-up this year, but one which really resonated with me was the chance to interact with people and clients again. The pandemic has been difficult for lots of people, but for us it is an opportunity to reconnect with the retail world in a new and very exciting location that broadens our horizons as well.”
Charlotte Skye, MD of Antique Modern Mix, comments: “When the opportunity came up to open a pop-up on the King’s Road we did not hesitate. It takes time to select the right location – we have been able to test our concept effectively and affordably considering our business plan and future-proofing, which is especially important as an independent brand in the current climate. We are thrilled to be trading so successfully, and amongst so many well-known and innovative brands in Chelsea. It is an area which is so rich and diverse in art and design, and the ideal place from which we can grow our customer base.”
