Indē Wild to celebrate Diwali with first UK pop-up
Indian beauty brand Indē Wild is opening its first UK pop-up at Westfield London later this week, celebrating the religious festival of Diwali.
Located on the ground floor of Westfield London, the pop-up will run from 20-22 October and is inspired by the ancient palaces of India.
The space will be transformed to emulate an Indian palace, complete with authentically Indian ornate designs in a colour palette of pinks with touches of gold to highlight the "auspicious significance in Indian culture, bringing love and prosperity for special occasions".
It will allow customers to shop the brand's products - such as its bestselling Champi Hair Oil, new Dewy Lip Treatment and limited-edition Diwali Gift Sets - in-person for the first time in the UK.
Diipa Büller-Khosla, Founder of Indē Wild, said: "To celebrate Diwali with West London’s vibrant Indian community in a venue as prestigious as Westfield London is a huge moment of appreciation and visibility for all Indians, globally. I hope this signifies more brands acknowledging this most special time of year for millions of people."
The activation also marks a first for Westfield, with it being the first Diwali beauty pop-up hosted at the shopping destination.
Melanie Lalou, Head of Westfield Rise UK, said: "Indē Wild is a leading example of how our spaces can be activated to bring communities together at major moments in the cultural calendar, especially given West London’s thriving Indian community.
"Westfield Rise’s unique offering allows start-up businesses like Indē Wild to have access to high footfall retail space where they can engage thousands of visitors at Europe’s largest shopping destination."