Marc Jacobs pop-up shop trades on tweets

Marc Jacobs has opened a pop-up shop in London where the shoppers can 'pay' for products using tweets.

It comes as part of a promotion of its latest fragrance - Daisy. People can wander around the Covent Garden store and are encouraged to take pictures and tweet them out using the hashtag #mjdaisychain.

At the check-out, shoppers simply show a member of staff their tweet and can choose to take home a key ring or get a free manicure at the in-store nail bar.

A Twitter Wall in the store collates all of tweets to show retweets, favourites and popularity of the #mjdaisychain hashtag.

It follows from a similar initiative launched in New York earlier this year.

The store, located at 4 East Piazza, Covent Garden, will be opened for three days from today, 15 August.

In July this year, Marc Jacobs launched a new campaign starring fans who posted selfies on Instagram and Twitter.

Last month, the Bitish Retail Consortium revealed that pop-up retailers contribute £2.1bn to the UK economy each year and it is expected, as a sector, to grow by 8.4 per cent over the next 12 months.

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