How popular are pop-ups? Very. And it’s not just an avenue for fledgling and or digital brands to get a taste of physical retail. It’s also becoming a chosen route for established brands that want to make a statement, with department store and premier beauty retailer Liberty following in the footsteps of L’Oréal’s most recent temporary store introduction.

The London department store’s beauty arm has debuted a temporary store to promote its LBTY premium fragrances within Battersea Power Station’s Turbine Hall A, running until 06 January 2025.

​Launched just under a year ago, its five-fragrance range was then described as the retailer’s biggest “in a century” and as “a natural extension of the Liberty realm”.

Now, in a post on Instagram, Liberty said: “A sensory escape awaits at the pop-up… immerse yourself in the full fragrance collection”.

The collection is also inspired by Liberty’s famous textile patterns and features eight scents including the new release Vine Thief and bestsellers Tudor and Zephirine.

Throughout the duration of the pop-up there will be a series of exclusive events, which will focus on personalisation and interactive experiences designed to “engage customers and celebrate the artistry behind each scent”, Liberty said. 

Laura Simpson, Managing Director of LBTY, added: “This represents a bold step for the brand as we expand our presence beyond our flagship store. We couldn’t think of a more fitting location than this iconic landmark.”

Sam Cotton, Head of Asset Management at Battersea Power Station, added: “[The opening of Liberty’s] first ever pop-up outside of its flagship store, demonstrat[es] the impact we have made on London’s retail landscape since opening two years ago, and the exciting Christmas we have planned ahead.”

Late last month, beauty giant L’Oréal Luxe part-transformed Westfield London into a ‘Beauty Playground’ via an ‘Experience Pops Up’ at the mall.