Tesco is opening an F&F pop-up shop in Covent Garden piazza – but items are only available to buy online.
The pop-up will be central London’s first glimpse of the collection, as the brand has never before been on sale there.
It will showcase the supermarket’s exclusive F&F online ranges, in the run-up to the Queen’s Diamond Jubilee.
Customers will be able to try garments on, then make purchases using an iPad station.
They will also be able to shop via their mobile phones, by scanning product QR codes, as well as watch catwalk shows after pointing their phone at one of the in-store images.
Along with standard delivery options, Tesco is offering a Click-and-Collect service through a nearby Covent Garden Tesco Metro, so customers can collect orders the next day.
Goody bags, special offers and various competitions are being used as further customer incentives.
The F&F pop-up, which will sell only the brand’s exclusive online collection, will be open from May 30 to June 2, 2012.