SAMPLE – Where Each Season Starts In Style


New for 2017, Greenwich Peninsula and HemingwayDesign present SAMPLE, a pop-up that celebrates the start of each new season through fresh produce and modern craftsmanship. The first in the planned series of events will take place on Saturday 4th and Sunday 5th March, and will feature stalls and experiences from a hand-picked collective of emerging and established brands showcasing archive, one-off pieces as well as current collections.


A designer sample sale meets a multisensory sampling experience; SAMPLE will be everything one needs to sample the season in style. Hosted at Greenwich Peninsula, the new swathe of London providing a platform for culture, community and design, SAMPLE will offer a unique weekend experience in the capital, combining fashion, beauty, art, design, homewares, music and seasonal food. Alongside men’s and womenswear by coveted designers, biodynamic wine and small batch cheese tasting, there will also be the opportunity to try ones hand at being a maker, with maker-led workshops such as The Experimental Perfume Club.

sample pop up london

Produced by HemingwayDesign, the SAMPLE shopping experience will be unique. Peninsula Square, the design forward area outside North Greenwich underground station will be transformed to create a considered, relaxing and enjoyable shopping environment. The Royal Horticultural Society’s flora and fauna will fill the air with the scents of spring, while Gilles Peterson’s label Brownswood Recordings will be sampling a rich mix of tunes to add to the atmosphere. Spacious, mirrored changing areas and beautifully created lounge spaces, designed by Tom Dixon, will mean shoppers can relax and unwind with friends in comfort.

Each product category will occupy a designated space, to ensure that SAMPLE is easy-to-navigate for visitors. In the Fashion arena will be a mix of contemporary and British-born brands including: Universal Works, Waven, Tracey Neuls, Marwood, Gibson Girl, Aloe Loungewear and Found and Vision, to name a few. The homeware atelier will feature designers including Earl of East, Maya Njie and Jamie Gaunt, and for culinary enthusiasts, the food & drink market will offer the very best of fresh British produce from the likes of Wildes Cheese, Riverford Organic, Limonada Mathe, Mani Life Peanut Butter, Fosse Meadows, Slingsby Gin and Ink Spot Brewery alongside tasting sessions from The Winemaker’s Club (natural, organic and biodynamic wines).

To coincide with the event, a solo exhibition, ‘The Iris’, by East London Installation Artist, Rebecca Louise Law, will launch in Greenwich Peninsula’s NOW Gallery, featuring 10,000 fresh irises that are suspended by a copper wire and appear to float. Specialising in artworks made with natural ingredients, namely flora, the physicality and sensuality of Rebecca’s site specific work plays with the relationship between humanity and nature, with The Iris providing a perfect embodiment of spring itself.

Guests at SAMPLE will also be able to explore the beautifully wild meadows with edible plants and wild herbs in Greenwich Peninsula Garden, designed by Alys Fowler and Thomas Hoblyn, in collaboration with Tim Dixon’s Design Research Studio. The garden entrance will be adorned with beautiful blooms and foliage created by THS. SAMPLE aims to showcase a wide-ranging, carefully curated mix of interesting brands, independent producers and artists, setting the scene and whetting the appetite for the season ahead.

Find out the full details here

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