World's first temporary mall Boxpark chooses Canoe for PR support

Boxpark, dubbed the world's first temporary mall, has called in Canoe to handle its PR.

Boxpark: opens in December in Shoreditch
Boxpark: opens in December in Shoreditch

The shopping destination worked with Idea Generation in the run-up to its launch but has handed Canoe a retained account.

Canoe's remit is both trade and consumer PR for Boxpark's own brand and the brands of the companies that run shops in the mall.

The mall, which consists of 60 units made up of shipping containers, will be the home of big brands such as Nike, Puma and Oakley and independent retailers including Abuze and Urbanears.

Boxpark will also feature new concept stores from Amnesty and Art Against Knives.

It opens in December and Canoe will be working to promote Boxpark to trade and consumers in a pre-Christmas push.

The shopping mall is based next to Shoreditch High Street station in a site that has been empty for 40 years. It aims to cater for businesses that need cost-effective and flexible rates.

Canoe MD Chris Carr said: ‘Our current client portfolio is representative of Boxpark’s ethos, Our affinity with the local area and brands alike means we approached this pitch with excitement from day one.

‘Seeing both the PR and the architectural plans come to fruition is something Canoe is proud to be associated with.’

The use of shipping containers to keep costs down means the shopping complex can offer tenants one-year leases rather than the normal 5- and 10-year contracts. Its aim is to give more independent retailers the chance to have their own spaces.

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