Pushing the boundaries of the shopping experience is the launch of the 140 Pop-up Project in Perth’s CBD.

The 140 Pop-up Project will house a laneway of eclectic pop-up retail stores including cult labels Zara Bryson, Father, Miss Brown Vintage, Pigeonhole, We Heart Vintage and William Topp, as well as emerging artist Andy Quilty and talent agency All Of The Above Creative until mid June 2012.

Having quickly established itself as a cultural hub over the past 18 months, 140’s desire to take its support of the creative industries to the next level inspired the project’s inception.

“Our challenge was to create an innovative concept, unique to 140 which would excite and engage our customers with the amazing depth of independent retail and artistic talent here in Perth,” Ann Manifis, one40william general manager, said.

“We hosted a successful series of pop-ups last year for Perth-born label, Ellery, WA’s popular Made on the Left markets and street artist, Steve Buckles. Our customers expressed a strong interest in the emerging pop-up trend and wanted to see more of them in our City.

“Consequently, the 140 Pop-up Project was born to inject a fresh, fun and completely new consumer experience into Perth’s retail landscape.”

Manifis said the benefits of the pop-up concept were two-fold.

“Customers enjoy an inspiring new shopping experience, while retailers can introduce their products to a city-based market without the expensive overhead costs normally associated with long-term leases,” she said.