The ongoing initiative, Pop Stores at Whiteleys, the London mall, debuted earlier this spring. The latest in the string of fashion focused pop-up ventures to recently open within the retail establishment is Marsh-mellow at Whiteleys, a shop solely dedicated to festival gear. Selected by a team of hardcore camping and festival-goers, the stock on offer ranges from Hunter wellies and Ray-Ban sunglasses to beer coolers and walkie talkies. Keeping the formula as tight as possible, the interior design concept is decidedly festival-like and features grass covered floors, fake blue skies and, of course, free Marshmallows.