We Built This City: Pop-up shop on Carnaby Street

This November there is a must-visit pop-up shop for lovers of all things creative coming to the ultra trendy & iconic Carnaby Street, London. The new shop on the block is called We Built This City, the concept behind the shop? WBTC is aiming to tackle the dire state of souvenir shopping within the city of London. The idea is to promote handmade, British goods and contemporary art which celebrate the depth of culture and creativity that London town has to offer, presenting tourists and Londoners alike with innovative take on city souvenirs created by the hard-working hands of British based artists. With a mere 37 days until Christmas everyone is starting to feel the pressure of fulfilling their looming holiday shopping check-lists in good time, and if you’re hoping to buy your nearest and dearest something unique, handmade or inspired by all things
quintessentially British then We Built This City could be your one stop shop for delighting your loved ones this holiday season. I caught up with the brainchild behind WBTC; Alice Mayor and got all the scoop about her delightful pop-up shop, her current art crushes and of course, her souvenir revolution.

Hi Alice! When will We Built This City be opening and when will it close?
We Built This City launches on Friday 21st November for an 8 week residency at 11-12 Carnaby Street until January 10th.

Can you tell us a little more about the concept behind ‘We Built This City’ and how the process came about?
I’ve worked in the arts for the past five years and started to notice how many creatives, whether it be ceramicists, artists, photographers, all use London as their muse. Walking past a souvenir store one night, I suddenly realised that we could do this so much better… Not only by offering a more inspiring (and higher quality!) memento of this incredible city, but also by promoting and supporting our homegrown artists and designers at the same time.

We love the idea that you are supporting local artists and brands, can you elaborate on what artists & brands you are working with?
We Built This City’s launch collection proudly features London gifts, accessories and artwork from a host of emerging and established artists and designers including Kristjana S Williams, Oscar Francis, Charlene Mullen, Cecily Vessey, Parasite Ceramics, WeLoveKaoru, Ursula Hitz, Mr Wingate, Cole of London, Matt Needle, James Brown and many more!

Can you name your favourite British based artists?
Such a hard question as every day I find a new favourite it seems! Some of my artists of the moment include graphic artist Supermundane (his YES print spurs me on every day!) and my latest discovery is Yoni Alter and his London city prints that you’ll see in store. I’m also very lucky to be a board adviser at Made in Arts London, the commercial platform for students and graduates of University of Arts London so am constantly finding new gems – Ralph Ward, Robbie Porter and Sylvia Moritz who are all destined for great things and I’m so privileged to be able to work with them all on this launch collection! We also have high hopes that 2015 will see us collaborate with a collection of high profile British artists – top of the list would have to be Grayson Perry, David Shrigley and Jeremy Deller!

What are you planning for WBTC once the pop-up shop has closed?
Launching on Carnaby Street at Christmas is a dream come true and the best test for the business concept you could wish for. If all goes to plan, we’re really committed to keeping the business in the West End where we can continue to generate new local and international audiences for our creative community. We have so many exciting plans for the business in 2015 too, including working with a selection of British artists on our very own limited edition collection of WBTC London souvenirs, as well as setting up a commissioning agency focused solely on bespoke London products and artwork for businesses and private clients. Exciting times ahead!

Why do you feel it is so important to support British based artists and designers and move away from standard city souvenirs?
I feel very strongly that our artists and designers should be supported to do what they do best – which is ultimately creating beautiful and life-enhancing work for the rest of us! Our core objective at We Built This City is to support them with a new shop window that showcases and sells their exceptional talents to both international visitors and locals alike right in the heart of the city. And it’s a win-win for everyone as in turn visitors to London now get to take home a unique and lasting memento that truly reflects their experience in one of the most creative cities on earth.

Stephanie Williamson

Click here to visit the Carnaby website.