Two days to turn an empty space into an Italian pop-up market

Based in Weir Road Wimbledon, Vallebona has established itself as one of the top Italian food suppliers in the capital as well as the leader of wholesale artisan Sardinian produce.

Situated in an industrial estate slightly off the beaten track, footfall has been very much dependent on trade walk-ins. In recent months, Vallebona has seen an increasing consistency of custom, including non-trade clientèle, due to positive word of mouth.

Vallebona saw an opportunity to expand the business when an industrial unit next door became available, offering a vast empty space that needed filling. They enlisted the help of WBC & the Metamorphosis Group to ensure the additional space was fully utilised; increasing commerciality by raising the average transaction value. Here are some of the pictures – their before and after. See how we used props and vintage retail display fixtures to turn an unused space into London’s newest indoor pop-up Sardinian marketplace.

Vallebona’s vision was to create a space that would allow sales to grow. We saw a great short term opportunity in creating a pop-up promotion within the additional space that sought to improve the current product positioning and merchandising.

Metamorphosis proposed two creative concepts for the pop pp promotion; each with differing budgets. On agreement, a theatrical Italian marketplace scene emulating the birthplace of Vallebona was implemented using a selection of WBC’s fixtures & props.

During the two day installation, the Metamorphosis team restructured the shop floor, added new fixtures, dressed with props and positioned the products more commercially. Additionally, ticketing was improved through the use of a new blackboard system that is available from WBC.

From a blank canvas, vintage crates and wicker baskets from WBC we erected to create depth and height

Vallebona’s old delivery vehicle found outside was brought inside – we love big life-size props!

Kingsley Majors from WBC’s Kingsley range of retail display units were used to merchandise product

Organising bottles into like for like producers immediately brought order and a sense of cohesion


Increase in sales
Vallebona saw an impressive 90% sales increase around Christmas compared tothe same period last year.

Increased customer satisfaction and feedback
The team noticed that customers were able to navigate around the store with ease, staying for longer periods of time and felt extremely excited to see such change.

Great customer feedback
Customers have responded with positive reactions and stated that it has a ‘wow factor’ that makes them want to return.

Would you use the team again?
The team are very easy to work with, full of fresh ideas and incredibly professional. We will use their services on regular basis to keep our shop live and we will recommend them to anybody who is looking to stand out from the crowd.

The Wilbur Giant stand: Ten 1950’s fruit crates on castors; sturdy, strong and adds authenticity

WBC Managing Director, Andrew Wilson meets Vallebona owner Stefano to inspect the finished design

The display products and props used for the pop up can be purchased from

Products used:
Antique Fruit Crates £12.95 Ex Vat
Vintage Potato Chitting Trays £7.95 Ex Vat
Kingsley Major £415 Ex Vat
Wilbur Stand £395 Ex Vat
Wicker backets from £3.95 Ex Vat
Wicker Trays from £1.49 Ex Vat

Metamorphosis Group
phone: +44 (0) 845 437 9648

Leave a Reply

Your email address will not be published. Required fields are marked *