Saie Turns a London Café Into a Chip Shop Pop-Up for Sephora UK Launch

It places the activation at the Regency Café in Westminster, with Saie Chip Shop and Sephora signage across the windows and branded product displays inside. Nerrisa Pratt, who was commissioned to make the lilac bistro curtains, said freelance creative producer Phoebe Duffield brought her into the project through Studio Mya.

The custom curtains tie the chip-shop concept together with Saie’s colour palette. A local setting for a national retail launch Sephora UK’s event calendar features Saie across all stores from October 6 to 11, while its online assortment includes Dew Blush, Glowy Super Gel and other products.

The café takeover gives the new retail relationship a separate, highly visible London experience alongside that broader store availability.

The setting is more specific than a generic beauty pop-up: the Regency Café is an established Westminster café, and the installation keeps its counter, windows and street-facing identity in view. Saie product displays are fitted into that environment rather than replacing it with a conventional cosmetics booth…