This summer, award-winning hotel and members club, Birch collaborates with JOY Bomb London to bring JOYMart – an extraordinary pop-up art experience.
Launching at the new Birch (Selsdon), audiences are invited to enter a whimsical world where the conventions of traditional commerce are gleefully subverted. Explore, interact, and reconnect with creativity as visitors can play-shop all their worries away.
At JOYMart, fun reigns supreme, and the only currency in the till is imagination. Its mission is to foster a culture that cherishes the value of playfulness, not only for children, but adults, too. Play unlocks many scientifically proven health benefits including stress and anxiety reduction, improved mood, better problem-solving skills and cognitive function, as well as increased emotional resilience. Crucially, imaginative play also encourages a sense of creative community and connection, a key part of Birch’s ethos and is essential to our well-being as JOY-ful creatures.
Located in between reception and Elodie at Birch (Selsdon), JOYMart is a celebration of spontaneity, imagination, and the wonders of being fully present in the moment.
JOY Bomb London founder and Chief JOY Officer Amy Broch said: “Through this installation, we hope to provoke a reflection on the ways in which our society prioritizes material wealth over the intangible richness of lived experiences. By questioning the prevailing notion that value is synonymous with monetary exchange, we seek to inspire a shift in perspective: one that celebrates the transformative power of play and prompts us to re-evaluate the true sources of joy and fulfillment in our lives.”
The JOYMart installation will open at 5pm on Friday 25th August.
Store Manager Panda will be in-store on the following dates and times:
- Friday, 25th August: 5pm – 8pm
- Saturday, 26th August: 11am – 8pm
- Sunday, 27th August: 11am – 4pm
- Monday, 28th August: 11am-4pm
- Friday, 1st September: 5pm – 8pm
- Saturday, 2nd September: 11am – 8pm
- Sunday, 3rd September: 11am – 3pm
*Please note that this installation is for adults only and children must be supervised at all times.