Castello’s first cheese concept store lands in the UK

Arla has turned to BD Network to put its premium cheese brand into the London spotlight

Running for seven weeks until Friday 24th October, the Castello pop-up, run by BD Network, will be Castello’s first concept store in the UK and a veritable cheese emporium.

As well as showcasing over 30 different cheese varieties , the pop-up on commercial street, will offer visitors the chance to learn how to create perfect pairings with Castello’s product range and various chutneys and drinks – debunking the myth that cheese should only be enjoyed with port or red wine. They will also be able to create the perfect bespoke hamper for their cheese loving friends and relatives.

Throughout the seven weeks, a series of events will also run including:

• tasting lunches for a fiver,·
• live Q&A sessions with foodie adventurer and ‘gastronaut’ Stefan Gates, and
• drinks cabinet’ matchings – where consumers will have the chance to pick a drink from top wine expert, Matt Day’s ‘drinks cabinet’ who will then expertly match it to one of the numerous cheeses.

Julian Merritt, brand manager at Castello, comments: “This is the 4th pop-up shop to launch as part of our global campaign but we really wanted to make a splash with it, as if it was our first. BD Network really got what we wanted to achieve with this campaign and has made something that not only reflects our positioning of being creatively crafted, but entices visitors to engage with Castello more deeply. We’re thrilled with how the pop-up looks and what it offers and are looking forward to meeting more consumers through it over the coming weeks.”

Venue: 132 Commercial Street, E1 6NQOpening Times: 12pm until 9pm daily except on Mondays