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Astrid and Miyu has opened a temporary retail space on South Molton Street for the Christmas trading period, offering a seasonal range and exclusive products for the brand’s peak gifting months.
The pop-up forms part of the jewellery brand’s wider plan to create experience-led retail formats.
The store includes a gift-wrapping area and a design scheme featuring deep red tones intended to differentiate the site from the brand’s permanent locations.
Astrid and Miyu said the space has been developed around the theme of gifting and customer experience.
Alongside its jewellery collection, the site will offer limited-edition products including branded games and merchandise such as cotton caps, tote bags and socks designed for the festive season. These ranges are exclusive to the pop-up.
Astrid and Miyu said the store will operate through December with events scheduled in the lead-up to Christmas Eve. The company added that further retail initiatives are planned for 2026.
Amy Whittingham, head of retail design and projects, said: “Centred around the experience of gifting, The Gift Shop has been designed as a unique brand experience, a space that celebrates creativity, connection and the joy of making memories.”
