Secret Shopper: Inside POP MART Charing Cross as London’s biggest store opens to fans and collectors
Secret Shopper visits POP MART’s new West End flagship to explore the store design, customer experience, blind boxes and why the brand is booming in the UK.
There’s no easy way to say this without sounding dramatic… but wow. The brand new POP MART Charing Cross store isn’t just a store, it’s an experience. We arrived just before 7am for an exclusive early look and stayed through opening at 8am, and honestly, we were completely blown away.
POP MART London store exterior entrance and window display
We’ve already covered the opening on RTIH, but stepping inside in person? Different level entirely.
The first thing that stands out is just how thoughtfully designed the store is. It does not feel like a typical retail environment. Instead, it feels curated, almost like stepping into a gallery or a museum dedicated to collectible art.
Everything is immaculately presented, with clean lines, soft lighting, and displays that give every product the space it deserves. There is no clutter, no chaos, and absolutely no sense of having to dig around to find what you are looking for. It immediately sets a different tone.
What really elevates the space is how seamlessly technology has been integrated. Around the store, there are screens positioned next to different collections showing short films about each character. It is such a simple idea but incredibly effective, as it pulls you deeper into the stories behind the figures.
Upstairs on the mezzanine level, another large display continues that storytelling. The addition of a second floor is a first for POP MART here and it adds a real sense of scale. Looking down across the store from above gives you a full appreciation of just how thoughtfully everything has been laid out.
There is also a subtle moving text feature running around the top of the store which adds a modern feel. It makes the whole space feel dynamic without being overwhelming. Combined with the digital elements, it gives the impression of a brand that is very forward thinking but still grounded in the physical experience.
WHERE PRODUCT MEETS COMMUNITY
We went in with a plan. As a household that genuinely loves POP MART, we already knew there were a few things we wanted, particularly Dimoo and Disney. That said, it is impossible to walk into a space like this and not get distracted. One of the most interesting things about POP MART is that every character has a story, a background, and a personality. These are not random designs. Each one has a creative world attached to it.
That storytelling is what has helped transform the brand into a global cultural phenomenon over the past few years. It is a huge part of why the brand has grown so quickly and why it has such a strong and loyal following. You are not just buying a figure, you are buying into a world.
Dimoo is a perfect example of this. The character is known for its emotional and dreamlike themes, often exploring imagination, solitude, and quiet wonder. The Dimoo Secret Theatre series that we picked up during this visit fits beautifully into that narrative. Each figure feels like a small scene from a larger story, with intricate details that reward closer inspection. It is easy to see why collectors connect so strongly with these pieces.
What really brings that idea to life, though, is the community around it. While waiting outside ahead of opening, we spoke to Gem, who was first in the queue and clearly a dedicated fan. He had been waiting to see the store for himself and described it as “the flagship for Europe,” something he had been looking forward to experiencing in person.
Like many collectors, his journey into POP MART started with one character before expanding into others. “I started with Labubu,” he told us, “and then I found Hirono and I fell in love.”
When asked why, he explained that Hirono feels more personal and expressive, that each figure carries its own mood or story, and that it is up to the individual to interpret it. “It’s not just about it being cute,” he said. “There’s something more human in it.”
That sense of meaning and connection carries through into how people shop. Even at 8am, the energy in the store was building. Customers flew into the store with big smiles on their faces. Immediately they were carefully selecting blind boxes, holding them, weighing them, gently shaking them, all in the hope of finding something rare. There is a strategy to it, but also a proper sense of fun.
Customers are engaged, enthusiastic, and clearly invested in what they are buying. It is not just a quick in and out shopping trip. It is an experience, and one that people are happy to take their time with.
RETAIL DONE PROPERLY FROM FRONT OF HOUSE TO BEHIND THE SCENES
The checkout experience at POP MART feels as considered as the rest of the store, with friendly staff and a smooth, welcoming service
The staff play a huge role in that atmosphere. We review a lot of stores, and it is rare to come across a team that feels this engaged. From the moment we stepped in, there was a real sense of pride amongst the staff. They were knowledgeable, enthusiastic, and clearly invested in the brand. Every question was answered with detail and care, and even as the queue began to grow, the level of attention did not drop.
There is also a strong operational side behind the scenes that keeps everything looking perfect. As soon as a product is picked up, it is quietly restocked from hidden drawers beneath the displays. The result is a space that remains clean, full, and visually consistent at all times. It reinforces that gallery-like feel and ensures the experience never dips.
Small details make a difference too. The loyalty scheme is a great example. Instead of relying purely on an app, POP MART offers a physical card that can be attached to a keychain. It is a simple idea, but it taps directly into the collectable nature of the brand. It feels like something worth having and builds on the sense of community that runs throughout the brand.
You can feel that same attention to detail at the tills as well. It’s really easy to follow, with big screens showing each item as it’s scanned and the total building up as you go, which just takes away any guesswork. What stood out more, though, was how friendly everyone was.
Even with the queue starting to build, no one felt rushed. Staff were chatting, answering questions, and still keeping that excited energy going right to the end. It just made the whole thing feel like a proper experience, not just a transaction.
THE UNBOXING EXPERIENCE
A huge part of the POP MART experience does not end at the till. In many ways, it is only just beginning. The unboxing process is central to the brand and to the emotional connection that customers build with it.
Back at home, we sat down for a proper unboxing session, which has become something of a ritual in our household. There is a real sense of anticipation that builds as you open each blind box. You never quite know what you are going to get, and that unpredictability is exactly what makes it so engaging.
One figure arrived damaged straight out of the box, a reminder that even highly collectable products can have occasional quality issues
We started with the Disney Mickey Boundless Creativity series. The design itself was beautiful, full of personality and artistic detail. However, on opening, we did encounter an issue. The feet of the figure had snapped off. This is something we have never experienced before with POP MART, which is why it stood out so much.
It feels like a genuine anomaly rather than a reflection of overall quality. We will be returning to the store next week to see how this is handled and will update the review accordingly, so keep your eyes peeled!
Moving on from that, the rest of the unboxing experience was exactly what we had hoped for. The Dimoo Secret Theatre figures were a particular highlight. They are charming, expressive, and perfectly aligned with the character’s narrative world. Each one feels like a miniature piece of storytelling.
We also opened several hard figurine blind boxes from other collections, and the quality across these was consistently high. The finishes were clean, the paintwork was precise, and with the exception of the broken Mickey figure, the overall construction felt solid and premium. There is a reassuring weight to these figures that reinforces their status as collectables rather than disposable items.
What really stood out during this process is how much joy it brings. It is not just about the object itself, but about the experience surrounding it. The anticipation, the reveal, and the reaction all play a part. It is easy to see why so many people are drawn into this world and why the community around POP MART continues to grow.
FINAL VERDICT
This is one of the most impressive retail experiences we have covered in our Secret Shopper series.
The space is beautiful, the execution is considered, and the experience goes far beyond a typical store visit. There is a clear respect for both the product and the customer, and that shows in every detail, from the layout to the service to the atmosphere.
It is the biggest and most immersive POP MART store we have visited so far, and it sets a new benchmark for what retail in this category can look like.
We will absolutely be back, and probably sooner than we should be.
Five stars plus.
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