All great movements begin Underground!

For the first time since it opened in 1901, Old Street Station is being reinvented. Transport for London (TfL) and Appear Here, the online marketplace for short-term space, are transforming the station into an interactive and experimental shopping and leisure experience.

As of 21st April 2014, Old Street Station will become the world’s first Underground pop up shop destination, offering innovative brands and start-ups the opportunity to showcase their products in short-term retail spaces. With over 23 million prospective customers passing through the station each year and direct access to East London’s most vibrant areas – Old Street, The City and Shoreditch – Old Street station is one of London’s hottest retail locations.

The man behind this experimental Underground revolution is Ross Bailey, founder of Appear Here. With the ambition to enable anyone with a creative or new idea to showcase their product before a large audience – while simultaneously curating amazing experiences for London Underground users – Ross’ vision is to re-invigorate retail by offering companies a platform to combine both experience and product.

Old Street station is the perfect platform for this vision. Situated in the heart of London’s tech city, the Old Street area is full to the brim with young, innovative and exciting businesses with ideas, making things happen.

Ross’ enthusiasm for the Old Street movement is echoed by a vast array of emerging retail brands, technology influencers and entertainment icons who have already signed up to take part in this Underground movement that will surely redefine the established concept of retail space.

Starting off the project are the disruptive optical brand Bailey Nelson and marketing guru Driftrock, as well as electric bike innovators Fully Charged – with one of London’s top app crazes! These are just the first of an exciting line-up of brands that all take a stand as they join in the movement of reimagining the current retail experience.

Matt Wheeler, CEO at Driftrock.com, commented that although their business is a part of the online world, it is run by people for people. The Old Street pop up takeover will allow us to “meet and help anyone wanting to grow their business.”

As of April 2014, Old Street Underground Station will be the go-to location for inspiration and innovation representing more industry sectors than you can count. Whether you are a consumer looking to shop, on your way to attend a seminar or a business owner looking to pop up – Old Street Underground Station welcomes all.

For more information regarding the movement or register your company to be featured, please visit www.appearhere.co.uk/oldstreet