The Very Small Mall returns to Byron Bay’s Splendour in the Grass festival next weekend, and retailers have upped the ante this year with a host of creative pop up gimmicks.
The retail lineup includes The Iconic presents Hunter, Levi’s, Dr. Marten, Cotton On, Moondust Merchants, Lynda Holt Accessories, and Mel Dreamed by Melissa.
The Iconic is offering a click and collect service for Hunter gumboots, where festival goers can pre-order online and have boots delivered straight to the festival.
Not to be outdone, Levi’s is offering an as yet unknown celebrity tailor at its pop up shop, with a service menu including rip and repair, studding, one off vintage patches, and fabrics imported from the US.
Mel Dreamed by Melissa, will set up for a second year at the Very Small Mall, taking the opportunity to promote the ‘perfect festival shoe’, and launch its Face of Mel competition.
Simone Silipo, marketing manager of Mel Dreamed by Melissa, says the brand is excited to be involved in the 2014 festival, following the success of last year’s stall.
“We’ve been planning for months. It’s going to be very garden-esque, and just a really fun place to come and shop for your festival shoes.
“We’re going to have the gumboot that everyone needs at a festival at an amazing price,” she said.
Along with gumboots, Mel Dreamed by Melissa will launch its spring/summer range and a competition to find the new Face of Mel.
“We’re inviting girls to take selfies and tag our MelPop Instagram to enter to be the face of Mel for our next fall/winter campaign,” she said.
Also back for a second year is the Truck Stop, comprising eight food trucks including a slow cooked pit barbeque at JR smokehouse, and sweet potato chips at the Veggie Patch Van.
Since its launch in 2011, the Very Small Mall has become a staple of the popular three day Splendour in the Grass music festival, attended by more than 25,000 music lovers – with many retailers returning year after year.
Previous years have seen stalls by Sass and Bide, Bec & Bridge, Zimmermann, and General Pants, and have attracted the likes of supermodel Kate Moss, who was spotted purchasing items from the Tree of Life stall in 2011.
