By Rotation — Someday Studios

BY ROTATION’S MAYFAIR TOWNHOUSE

By Rotation is the world’s largest shared wardrobe. To mark their fifth anniversary, they launched the House of ByRo: the world’s biggest-ever fashion rental pop-up. A three-storey townhouse in Mayfair, filled with rentable designer pieces and a packed schedule of events, reframing what high street retail can be.

A packed programme of collabs with the likes of Elle, Lulu Guinness and Colours of Arley kept the energy high throughout. They launched a bridal suite that booked out in under 12 hours, sell-out supper clubs, and spring sample sales with queues down the street.

The store's success led to a 15-month extension, a new funding round, and standout press including the Sunday Times 'How I Made It'.