{"id":35461,"date":"2025-01-30T12:23:06","date_gmt":"2025-01-30T12:23:06","guid":{"rendered":"https:\/\/www.ecommercefulfilment.com\/?p=35461"},"modified":"2025-01-30T12:23:38","modified_gmt":"2025-01-30T12:23:38","slug":"bringing-brands-to-life-aym","status":"publish","type":"post","link":"https:\/\/www.ecommercefulfilment.com\/resources\/pop-up-shop\/bringing-brands-to-life-aym\/","title":{"rendered":"Bringing Brands to Life: AYM"},"content":{"rendered":"\n<p>The final one of our clients to take part in our pop-up shop initiative was AYM Studios, an independent women\u2019s fashion brand. All of AYM\u2019s dresses are designed and manufactured in-house in London. Founder Alie Mackintosh designs the pieces herself, ensuring they are both stylish and practical.<\/p>\n\n\n\n<p>POP! marked AYM\u2019s first step into physical retail, and they embraced the opportunity wholeheartedly. Alie collaborated with textile designer Mia Sylvia to transform the space into a luxurious getaway.<\/p>\n\n\n\n<p>Entry to the shop was ticketed, with both free and VIP options, allowing the team to manage footfall and ensure every visitor received a personalised shopping experience. Customers had the chance to work directly with Alie and her team to find their perfect dress.<\/p>\n\n\n\n<p>On opening night, AYM hosted an exclusive event featuring a live saxophonist, a catwalk show with models, canap\u00e9s, and more, making for a truly memorable launch.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">In this article<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.ecommercefulfilment.com\/resources\/pop-up-shop\/bringing-brands-to-life-aym\/#the-aym-pop-up-experience\" >The AYM Pop-Up Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.ecommercefulfilment.com\/resources\/pop-up-shop\/bringing-brands-to-life-aym\/#interview-alie-mackintosh-founder-aym\" >Interview: Alie Mackintosh, Founder, AYM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.ecommercefulfilment.com\/resources\/pop-up-shop\/bringing-brands-to-life-aym\/#more-from-pop\" >More from POP!<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-aym-pop-up-experience\"><\/span>The AYM Pop-Up Experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>While eCommerce has made shopping more accessible, buying high-end fashion online comes with challenges\u2014especially when customers can\u2019t see and feel the garments in person. This pop-up allowed AYM\u2019s customers to browse dresses on rails for the first time, feel the quality of the fabric, and try pieces on before making a purchase.<\/p>\n\n\n\n<p>The event also gave customers a rare opportunity to meet Alie herself, the designer behind every stunning piece and a well-known figure online. For many, meeting Alie in person made the experience even more special, especially for those who had followed her journey for years.<\/p>\n\n\n\n<p>During the event, we caught up with Alie to hear how things were going. Read the full interview below.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"interview-alie-mackintosh-founder-aym\"><\/span>Interview: Alie Mackintosh, Founder, AYM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>J&amp;J:<\/strong> Great. Three, two, one. So, Alie, tell us what inspired the look and feel of this space?<\/p>\n\n\n\n<p><strong>Alie Mackintosh:<\/strong> For this space, we really wanted to create an enchanting atmosphere. We used soft draping, done by an artist called Mia Sylvia and her team, to evoke that feeling. When you walk in from the busy, bustling streets of London, we wanted it to feel like you\u2019re being transported into someone\u2019s bedroom or living room\u2014somewhere cosy and comfortable.<\/p>\n\n\n\n<p>We added elements like the Christmas tree, an oversized bow, candle lights, and twinkling lights on the tree to enhance the festive, enchanting vibe. I think it\u2019s come together beautifully.<\/p>\n\n\n\n<p><strong>J&amp;J:<\/strong> How does it feel to bring your brand to life in a physical space?<\/p>\n\n\n\n<p><strong>Alie Mackintosh:<\/strong> It feels amazing! Seeing customers interacting with our products and having all of our garments displayed like this is incredible. Usually, everything is either being made by the sewing machinists or packed in boxes for customers, so it\u2019s rare for us to see the garments hanging like this.<\/p>\n\n\n\n<p>Seeing all the clothes, the colours, and the fabrics in this setting\u2014it\u2019s a dream come true.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-2.jpg\" alt=\"\" class=\"wp-image-35464\" srcset=\"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-2.jpg 1920w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-2-300x169.jpg 300w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-2-1024x576.jpg 1024w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-2-768x432.jpg 768w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-2-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p><strong>J&amp;J:<\/strong> Tell us about the event you held last night. What was it like?<\/p>\n\n\n\n<p><strong>Alie Mackintosh:<\/strong> It was such a fun evening! We had a live saxophone player who brought an amazing acoustic, jazzy vibe to the space. We also hosted a catwalk through the centre of the room with four models showcasing our dresses.<\/p>\n\n\n\n<p>On top of that, we had canap\u00e9s provided by J&amp;J Caterers, which were fantastic. It was a great mix of music, fashion, and food\u2014just a really fun and memorable event.<\/p>\n\n\n\n<p><strong>J&amp;J:<\/strong> How has the in-person experience been so far?<\/p>\n\n\n\n<p><strong>Alie Mackintosh:<\/strong> It\u2019s been amazing! Customers absolutely love the opportunity to come in and try things on. The changing rooms have been particularly busy, as people want to try multiple sizes and find their perfect fit.<\/p>\n\n\n\n<p>They\u2019ve also been interacting with our team, learning more about our clothes and where they\u2019re made. Everything is made in London, and that\u2019s something some customers might not know until they visit. We\u2019ve got vinyls on the walls and photos of our sewing machinists in the other room, which helps tell that story.<\/p>\n\n\n\n<p>The feedback from customers has been fantastic so far.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-1.jpg\" alt=\"\" class=\"wp-image-35462\" srcset=\"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-1.jpg 1920w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-1-300x169.jpg 300w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-1-1024x576.jpg 1024w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-1-768x432.jpg 768w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-1-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p><strong>J&amp;J:<\/strong> Why do you think events like this are important, even in today\u2019s online world?<\/p>\n\n\n\n<p><strong>Alie Mackintosh:<\/strong> For our customers, who mostly shop online and through social media, this kind of event makes a huge difference. Online, you don\u2019t get that tangible, tactile experience with the garments. Here, customers can feel the fabrics, experience the weight and softness, and try the clothes on.<\/p>\n\n\n\n<p>When shopping online, customers have to commit money upfront without knowing the quality. In this space, they can see and feel the quality first, which makes a big difference in their confidence to buy.<\/p>\n\n\n\n<p><strong>J&amp;J:<\/strong> What role has J&amp;J played in bringing this pop-up to life?<\/p>\n\n\n\n<p><strong>Alie Mackintosh:<\/strong> J&amp;J has been amazing throughout this whole process. From ordering stock and ensuring the shop is well-stocked to organising the event catering and making sure we have this incredible space in central London\u2014they\u2019ve been so supportive.<\/p>\n\n\n\n<p>The team has gone above and beyond to help us create this experience, and we\u2019re so grateful for everything they\u2019ve done to make it happen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"more-from-pop\"><\/span>More from POP!<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For more from POP, check out our other \u201cBringing Brands to Life\u201d videos for <a href=\"\/resources\/pop-up-shop\/bringing-brands-to-life-the-beauty-crop\/\" data-type=\"post\" data-id=\"35378\">The Beauty Crop<\/a> and <a href=\"\/resources\/pop-up-shop\/bringing-brands-to-life-toms-trunks\/\" data-type=\"post\" data-id=\"35421\">Tom\u2019s Trunks<\/a>.&nbsp;<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The final one of our clients to take part in our pop-up shop initiative was AYM Studios, an independent women\u2019s fashion brand. All of AYM\u2019s dresses are designed and manufactured in-house in London. Founder Alie Mackintosh designs the pieces herself,&#8230;<\/p>\n","protected":false},"author":9,"featured_media":35466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"_acf_changed":true,"_lmt_disableupdate":"yes","_lmt_disable":"","footnotes":""},"categories":[426],"tags":[415],"class_list":["post-35461","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-pop-up-shop","tag-uk","post_format-post-format-video"],"acf":[],"modified_by":"Robert Rusch","featured_image_src":"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-3-600x400.jpg","featured_image_src_square":"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2025\/01\/AYM-3-600x600.jpg","author_info":{"display_name":"J&amp;J Global Fulfilment","author_link":"https:\/\/www.ecommercefulfilment.com\/author\/james-and-james\/"},"_links":{"self":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts\/35461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/comments?post=35461"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts\/35461\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/media\/35466"}],"wp:attachment":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/media?parent=35461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/categories?post=35461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/tags?post=35461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}