The Olympic Games are just adding to London’s appeal. Opening Ceremony, the reputed and well-followed New York-based label, is the most recent to succumb to the combined charms of the British capital and the global sporting event.

An Opening Ceremony store in New York / Photo: Opening Ceremony

According to Women’s Wear Daily, Humberto Leon and Carol Lim – the concept-store’s founders – are opening a pop-up shop at Covent Garden for the duration of the Games. The American magazine said that the duo of entrepreneurs had set their sights on a 3000 square foot retail unit, where the brand’s own labels would be displayed alongside exclusive collections by Band of Outsiders, Proenza Schouler, Norma Kamali, Pamela Love, Patrick Ervell, Kitsuné, Sunspel, Delfina Delettrez and Christopher Shannon.

This will be just the first step as Opening Ceremony may open a permanent and larger store at number 35 on the same street come autumn.