Castello’s cheese concept store lands in London
Wednesday September 17, 2014 at 12:26pm
Cheese brand Castello is promoting its products with a new pop-up store in London’s trendy Shoreditch. Fresh from New York, The Hague and Copenhagen, the Castello pop-up store will be open six days a week (closed Mondays) from 12.00 noon to 9.00pm. It runs until Friday October 24, 2014 and will be operated for Castello by integrated creative agency BD Network. It is Castello’s first concept store in the UK and will offer consumers over 30 different varieties to taste and buy, the pop-up at 132 Commercial Street, E1 has been designed to be an immersive 360° cheese experience. As well as showcasing the cheeses, the pop-up will offer visitors the chance to learn how to create perfect pairings with Castello’s product range and various chutneys and drinks – debunking the myth that cheese should only be enjoyed with port or red wine. They will also be able to create the perfect bespoke hamper for their cheese loving friends and relatives. Throughout the seven weeks, a series of events will also run including: tasting lunches for a fiver; live Q&A sessions with foodie adventurer and ‘gastronaut’ Stefan Gates; and drinks cabinet’ matchings – where consumers will have the chance to pick a drink from top wine expert Matt Day’s ‘drinks cabinet’, who will then expertly match it to one of the numerous cheeses. Julian Merritt, brand manager at Castello, says: “This is the fourth pop-up shop to launch as part of our global campaign but we really wanted to make a splash with it, as if it was our first. We’re thrilled with how the pop-up looks and what it offers and are looking forward to meeting more consumers through it over the coming weeks.” Nicole der Horst, senior account director at BD Network, adds: "Being able to hijack the pop-up culture that is in vogue across London at the moment and design a truly immersive experience for consumers has been fantastic from start to finish. We’re confident that the resulting pop-up should satisfy any appetite and help to put Castello firmly on the radar of UK consumers and look forward to evolving the pop-up over the next seven weeks.” The Castello brand is owned by dairy company Arla.