Opening Ceremony pops up in Covent Garden New York's hippest boutique has finally landed in London, and the great news is, it's here to stay. Tamsin Blanchard gets a preview of Opening Ceremony's pop-up London store. Humberto Lim was welcoming press to Europe's first Opening Ceremony store this morning. The temporary pop-up is ready in time for the opening ceremony of the Olympics next week, which naturally Lim and his business partner, Carol Leon will be attending. But the good news is, the store is going to be a permanent fixture - the hoardings are up on a double fronted store just two doors along at 35 King Street in Covent Garden, due to open in October. The area is fast becoming a fashion destination with Chanel's pop-up beauty store opening next week, and Jo Malone, 7 For all Mankind, Ralph Lauren Rugby, Burberry Brit and of course, Apple just along the street. 'We had a week to set up the shop,' said Lim, looking cool and calm in an OC baseball jacket. It was like a game show. At least we have three months to set up the new store, which has a whole new feel. This pop-up is temporary and we are very much against waste so we kept the store fit to a minimum with a lot of product. London based designer, Faye Toogood worked on the interior, using stacks of industrial carpet swatches as table legs and mechanical constructions for the window display showing off a limited edition mini gold leather PS11, a gold medal inspired OC London exclusive with Proneza Schouler. The shop is packed with product for men, women, and a small selection for children - much of it exclusively made for the London store, including a House of Holland red white and blue dress, the latest collaboration with Topshop which is a mini capsule of sporty neoprene separates in bold block colours, a collection of archival pieces recreated by Norma Kamali, as well as special pieces inspired by the Olympic games by Band of Outsiders, Delfina Delettrez, and Christopher Shannon. There is also a timely collaboration with Adidas and a good selection of Kenzo's pre-fall collection (which Leon and Lim also design). The collections made for OC London are in limited runs. 'Pretty much what's here is it,' said Lim. Shelves of sweetie jars are filled with brightly coloured trinkets, from Opening Ceremony biros (£2) to neon coloured branded whistles and keyrings. In the basement is a selection of books by the fashion and art book specialist, Claire de Rouen. 'It's an exciting time for London as chaotic and exciting as it seems,' said Lim who is celebrating Opening Ceremony's tenth anniversary this year, since launching the first store which has developed such a cult following in New York. The designers will celebrate tonight with dinner for press and friends in Chinatown, followed by a party at Madame Jojo's, both favourite haunts of the designers when they are in the capital. In August, they launch OC Annual a collectible magazine on fashion and culture and in October, Rizzoli publish a 300 page book with contributions by some of their many friends including Chloe Sevigny and Spike Jonze. Opening Ceremony, 31-32 King Street, Covent Garden WC2.