By Rotation Takes On Westfield London With Rental Pop-up
WHAT’S MINE IS YOURS: The rental revolution continues and this week peer-to-peer rental platform By Rotation is debuting its first physical space, in London’s Westfield shopping mall.
The pop-up, which will be on for 11 days, has added a fresh, youthful touch to the West London shopping mall with its Millennial pink and green interiors and Instagrammable fashion offer.
The 3,300-square-foot space is filled with occasion dresses, bright-colored suits and accessories galore from buzzy labels like Ganni, Rixo, Sleeper, Stine Goya and Jacquemus.
Shoppers can also spot the occasional luxury item, from a Chanel blazer to a Dolce & Gabbana bright summer dress, but according to By Rotation founder Eshita Kabra-Davies, contemporary labels are the most popular among her growing community of more than 70,000 socially conscious rotators.
The space also features some of the most photogenic, of-the-moment interiors, like baby blue velvet sofas, rattan chairs, table linens and Ultrafragola mirrors — all put together by interior designer Abisola Omole of Studio Arva.
The platform will start renting out homeware, too, with a big focus on linens, so customers can dress their dinner tables with trendy items. But Kabra-Davies also sees an opportunity in renting bigger items like sofas or mirrors to interiors professionals working on shoots or other projects.
