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April 29

Future Athens: Concept Store

By Ella Miista

 

The Miista HQ is buzzing with excitement. Spring has sort of arrived, and there’s change in the air. Sun's out, people are out, toes are out. Why not join in the revelry, and pick up a new pair of shoes to celebrate the season? Enjoy the beautiful weather, and take a stroll down to Redchurch street where we have set up our very own shoe shop! In the heart of East London, Redchurch Street is the perfect location - both to create more brand awareness and to sell shoes while we're at it. Both are important, but it's the fun of meeting our customers that makes us want to come to the shop every morning. We want to show our passion for the brand, and we want to hear from the people that love and wear the product. It's rewarding.

 

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The pop-up opened its doors on the 16th of April and we haven't really had a moment to look back. Nor do we want to! We're looking forward, and it looks as if there will be many more pop-ups waiting ahead...

I digress. The launch night was all fun and frolics with bikes and booze as promised.

 

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Fellow East Londoners at Foffa Bikes gave us a helping hand with the bike. We wanted to share the East London we know and love. It's where we live and work, where most of our time is spent, and it really influences our aesthetic. To do that we created a video of East London, seen as we cycled through our favourite spots. We have the video running on screen in the shop - if you hop on that dreamy blue Foffa bike, you'll be able to pedal through the borough inside the pop-up. The really cool part? The faster you pedal, the faster the video moves. Interactive! It is fine to drink and cycle if the bike's strictly speaking not really moving, right?

 

A video posted by miista (@miistashoes) on

 

Speaking of drinking, everyone knows you can't drink on an empty stomach. Ignoring fashion etiquettes, we turned to Cake Me Baby for a bit of a sugar high. Talent knows no limits in that team and our sportswear inspired collection theme was translated into some mighty sporty cupcakes. Luck was really on our side for Tempo Pilates took people that attended the opening in for a free class.

 

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The cupcakes and champagne may be gone, but we are still here with our bike and lots of shoes. In fact, we'll be here until the 7th of June! You should probably definitely come by to hang out, take a ride on the bike and try on some shoes.

We're at 30A Redchurch Street, E2.

Opening times:

Monday-Wednesday 10-7 Thursday 10-8 Friday-Saturday 10-7 Sunday 11-5

 

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With love,

The Miistas

 

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