Stores may be under pressure but they’re still the key way retailers communicate with consumers. And the pop-up is one of the best ways to do this, especially when you’ve got an unusual concept to sell.

We can see this from the Knot Standard pop-up that opened yesterday in Soho Square, London. It’s only going to be there until next Monday (quick go now) but the company obviously thinks that’s long enough to get the word out, gauge consumer reaction, create a bit of buzz etc.

So what’s it all about? Well, to be honest, menswear is pretty boring. Sorry, make that really boring (so glad I’m not a man) but Knot Standard does try to make it a bit more interesting. And no, not by offering up the kind of runway-style looks that most men would run mile from.

Knot Standard is a US menswear firm that’s trying to reinvent bespoke by mixing tradition with tech (you can buy its offer online too).

It offers the chance to personalise its suits and shirts. As it says “Nothing is pre-made, and every hand-made shirt, jacket, pant, and casual garment is unique. Choose from a library of over 7,000 luxury fabrics, threads, buttons, and liners.”

It’s an interesting idea that lets shoppers choose the details as they go along. It doesn’t come cheap, of course. Suits can got from $1k upwards, but $145 for a shirt isn’t quite so scary.

Anyway, what is it doing in Soho Square at the moment? The same as it doe sin its stores Stateside. But it said the Concept Store represents “a significant milestone” as it’s the brand’s first physical store expansion into Europe. Inside it, customers can create custom garments with the assistance of Knot Standard stylists using fabrics from mills including Loro Piana, Ariston, and Dormeuil.

Customers choose the fabric options both physically and digitally, facilitated by the Knot Standard virtual studio imagery, which also operates within the Knot Standard Concept Store in Bloomingdale’s flagship in New York.

The company is also adding casualwear to its offer this spring as it tries to work its way into every part of a man’s wardrobe.

Pop along if you’re in London at the moment. You may not want to buy a luxury suit but it’ll be interesting to see how it’s working.