Food for Thought
It’s been 10 years since Anya Hindmarch teamed with Tony the Tiger and his pals at Kellogg’s for a collection of punchy, brightly colored bags and accessories, and now it’s time for Tony to roar once again.
As part of her pop- up series on Pont Street in London, Hindmarch has opened Anya Mart, a supermarket- cum- corner store stocking scented candles, bags, charms, totes and other small gifts and accessories that fuse her branding with a host of familiar grocery items.
The supermarket, which is open until April 7, offers a lineup of seven limitededition candles with smells drawn from supermarket staples including Kellogg’s Coco Pops, Kikkoman Soy Sauce, Heinz Ketchup and Fanta Orange.
“I’ve always had a fascination with taking an everyday thing, and elevating it, using artistry and craftsmanship to turn something ordinary into something extraordinary,” said Hindmarch, whose branding dominates a big slice of the street known as The Village.
The corner shop, which has its own cash register and retro yellow- andorange branding, also stocks the latest iteration of the Universal Bag, a limited- edition mini version of the designer’s 100 percent recycled and 100 percent recyclable tote.
The Mini Universal Bag is exclusive to Anya Mart.
The pop- up is part of a clutch of Anya Hindmarch stores dedicated to her bespoke home accessories, and the seasonal collections in addition to the Anya Cafe in The Village.
Hindmarch has been expanding on many fronts in addition to The Village. Last November she opened her first stand- alone store at London’s Burlington
Arcade, which houses her eco-friendly Labelled collection.
The Labelled products are made chiefly from Econyl regenerated nylon and Hindmarch said the
“old, recycled” materials chimed with the history of the arcade, which has been a shopping hub specialized in fine jewelry and accessories since 1819.
Last year she joined forced with Uniqlo for a knitwear capsule featuring her googly eye designs. The collection offered women’s and kids sweaters, beanies, socks, tote bags and other pieces that flew out of stores.