The arcade launched yesterday (19 November) and has taken over a section of Somerset House’s West Wing. It houses new British businesses selling winter accessories, jewellery, artisan furniture, gift sets and decorations.
The arcade is part of the PopUp Britain initiative, which gives pop-up shops discounted rental rates. Iris is working on strategy, branding and marketing following its appointment earlier this month as StartUp Britain's first ever creative agency.
Emma Jones, co-founder of StartUp Britain, said: "We are delighted to be able to offer tiny start-ups the opportunity to get in front of the serious Christmas shopping crowds at Somerset House."
She added: "The unique part of our offering is that we rotate our retail tenants, which keeps the consumer offering fresh, but also keeps costs low and makes stock management easier for the businesses we help."
Businesses at the arcade include British fashion designer Zoe Boomer, men’s underwear brand Hamilton & Hare and MyEdo which sells men’s blazers and apparel.
The Christmas arcade will be open until 6 January and runs alongside Somerset House’s annual ice rink.
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