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John Lewis launch interactive swimming pool pop-up

Olivia Heath
Photo credit: John Lewis/Sunnylife

From House Beautiful

John Lewis and Sunnylife are about to provide you with the ultimate holiday Instagram opportunity thanks to a fun new pop-up installation in the John Lewis Oxford Street store.

Designer pool accessories and social media props are set to soar this holiday season as Brits attempt to nail that all-important Insta shot.

In fact, the department store reveals sales of summer holiday inflatables increased by a staggering 560 per cent in 2017. A lot of which can be attributed to summer lifestyle brand Sunnylife, who sell accessories from beach towels to picnic sets, but are probably best known for those giant, bright, must-have inflatables seen on pretty much every celebrity's Instagram.

If your holiday can't come quick enough this year, John Lewis and Sunnylife are launching an interactive in-store installation called Poolside, boasting the blissful sounds, tastes and smells of summer.

Showing John Lewis' commitment to creating new experiences for customers, Poolside will be open to the public from 21 April – 12 May on the third floor of the flagship Oxford Street department store.

Photo credit: John Lewis/Sunnylife

The installation is essentially an indoor 'selfie pool' featuring a realistic, sensory swimming pool experience, which will not only offer you holiday poolside vibes but, perhaps more importantly, the chance to capture perfect summer selfies whilst posing on Sunnylife inflatables.

House Beautiful online were invited along to a preview, and if sipping on tropical cocktails, listening to summer beats and posing up a storm on a flamingo or unicorn float is you're idea of fun, then you're going to love it.

Poolside is also offering pampering beauty experiences from Vita Liberata, and you'll get the chance to explore John Lewis’ best buys for summer and holiday essentials including outdoor living and swimwear. And of course, you can purchase Sunnylife’s inflatables and summer accessories.

Photo credit: John Lewis/Sunnylife

'With the temperatures finally hotting up, and many of us desperate for our summer holiday to arrive, now is the perfect time to select a Sunnylife inflatable or summertime accessory to complete your poolside look,' says Lisa Rutherford, seasonal buyer at John Lewis. 'Picking up a basic lilo at the beach is simply not an option for millennials who are constantly seeking opportunities to capture fun, playful content to sit on their perfectly curated Instagram feeds.'

So how is John Lewis keeping up with the demand for Instagrammable holiday accessories?

Well this year the retailer is stocking more Sunnylife products than ever before, and that includes floating drinks holders, pool games, underwater cameras and children’s inflatables.

Photo credit: John Lewis

'Last year, the flamingo and pineapple were best sellers, as UK holidaymakers sought to recreate images from the Insta-famous,' explains Lisa. 'Interestingly however, the original bright pink flamingo was often overlooked in favour of a new rose-gold version. This year, we think the giant unicorn and pastel-toned ice cream cone will be among the most popular choices.'

Poolside opening times:

  • Monday: 9.30am to 8pm
  • Tuesday: 9.30am to 8pm
  • Wednesday: 9.30am to 8pm
  • Thursday: 9.30am to 9pm
  • Friday: 9.30am to 8pm
  • Saturday: 9.30am to 8pm
  • Sunday: 12pm to 6pm

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