The pop-up retail movement continues to gain momentum and dynamism, with Wish You Were Here and its “swap” concept. Two of the creative industry’s most vibrant shopping hubs, namely Newburgh Quarter in London and the Lower East Side in New York, will each send some of its strongest indie stores across the Atlantic.

“The whole aim of the pop-up swap is to build awareness of all the small, independent brands in either district and showcase them to a new international audience that might otherwise have never encountered them,” said Jo Jackson, the brain behind the initiative and co-owner of one of the participating retailers, Beyond the Valley. “It’s a new take on the pop-up trend - a cultural exchange of fashion and design where both sides of the project benefit.”

A portion of London’s retail scene, including Beyond the Valley, Chateaux Roux, Fred Perry, Dolly Dare, Cowshed and Twenty8Twelve, are part of a lineup currently in New York through Sept. 13. New York will follow suit and bring its own retail brigade to London from Oct. 1-31. The New York roster of shops includes Earnest Sewn, Hairy Mary’s Vintage & Design, Still Life and By Robert James.

All in all, 30 fashion and lifestyle retailers will take part, each one presenting its own concept set within individual “pop-up” environments. Most participants have never entered their respective guest markets before, bringing an element surprise to shoppers and a welcome dose of diversity.

—Emma Holmqvist