Newcastle designer Polly benefits from Hemingway creation

Jul 4 2009 by David Whetstone, The Journal

A young Newcastle designer has landed one of the most enviable selling spots in Britain, as David Whetstone explains

A NEW retail concept, the “pop-up shop”, popped up in London this week – and the first to benefit is Newcastle designer Polly Westergaard.

The summer project, which gives some of the best young designers and craft makers a rent-free two days each in an enviable location, is actually called KiosKiosK.

It was devised by NOISEfestival.com, a web-based charity funded by the Arts Council and the Northwest Development Agency, to promote work of talented people under 30.

The KiosKiosK kiosk – a bit of a tongue-twister, that – was designed by Wayne Hemingway, who rose to fame as founder of the Red or Dead fashion label and whose innovative work is well known in the North East.

Simple yet eye-catching, and easy to erect and take down again, the solar-powered kiosk can be seen on the south bank of the Thames, near London City Hall, until September 3. Hemingway explained: “When my wife Gerardine and I couldn’t afford to pay the rent on our house back in 1980, we emptied our wardrobes of Gerra’s self-designed and self-made clothes, and my collection of charity shop finds and customised second-hand clothing, onto Camden Market.

“Weeks later we opened in Kensington Market, got spotted by Macy’s, New York, and Red or Dead was born.”

Being able to get their wares in front of the public without being saddled with huge borrowings had been the key to their success, he said.

Denise Proctor, executive producer of NOISEfestival.com, added: “In the current economic climate, it is imperative that the NOISE charity and KiosKiosK help lay the foundation for the next generation of creative talent to promote themselves and their work.”

So how were things going yesterday for Polly who, as the first incumbent, benefits from two-and-a-half days in the kiosk but bore the brunt of the media interest, with Mayor Boris Johnson also putting in a lightning appearance on Thursday?

“It’s gone pretty well so far,” said the 24-year-old Northumbria University graduate, who has a studio at 36 Lime Street, in Newcastle’s Ouseburn Valley.

“I’ve made quite a few sales and there has been a lot of interest. Lots of people walk past here and they are curious because this is something new.”

The kiosk was launched with some Hemingway-designed garments on display -– but then these were replaced with Polly’s creations, including clocks, mirrors, teapots and children’s height charts. “I started as a furniture designer but then branched out into other products,” said Polly, whose family was to help share the kiosk-minding responsibilities over the weekend.

It isn’t the first time she has shown in London but the other occasion was the 100%Design festival at Earl’s Court. In KiosKiosK, Polly is the sole attraction – at least until end of trading today, after which she packs up and hands her kiosk to someone else.

Visit www.NOISEfestival.com/KiosKiosk.