Fourth Element Launch World’s First Pop-Down Shop
The look of our traditional high streets has evolved. A number of factors have contributed to our change of shopping habits including out of town retail parks and supermarkets, online shopping and the recession. Innovative councils have sought to reinvigorate the British high street using various mechanisms including adopting the ‘pop-up’ shop.
This trend is popular because it allows companies to market or test products, locations or markets, whilst some seasonal businesses use these temporary shops to reach their customers. A shop will ‘pop up’ in a temporary venue and sell merchandise for just a day, a week or a few weeks.
A Cornwall based diving clothing manufacturer has taken this concept to a new level, or should we say ‘depth’.
Fourth Element has a reputation for doing things a little differently, and they have now given the phrase “just popping down the shop” a whole new meaning!
Fourth Element has just launched the World’s first ‘pop-down’ shop at TEKCamp.2015.
For one week only TEKCampee’s have the opportunity of buying an exclusive t-shirt underwater from a ‘pop down’ shop, suspended at a depth of 6 metres / 19 feet.
All the t-shirts for sale are wrapped up in waterproof packaging!
Technical instructor trainer Martin Robson of Eau2 kindly lent his underwater habitat to Fourth Element for the week.
This ‘pop-down’ shop has been a great way of introducing divers to a habitat.
An underwater habitat is used by cave diving explorers so that they can decompress in relative comfort as exploration decompression times can run for many hours.
The habitat allows the diver(s) to get out of the water (either partially or fully) and dekit, thereby reducing their physical and thermal stress. During these prolonged decompression stop the diver(s) will talk, eat, drink, breath oxygen and write up exploration notes.