Created by artist Darrell Vydelingum, this project is inspired by his memories of growing up and the significance of the local corner shop. Up and down the country corner shops are part of the fabric of British society, playing a pivotal role in the community. More than just a shop, they are a doorway to different cultures and countries; herbs and spices, pickles, exotic fruits and vegetables, creams and ointments, sit alongside HP Sauce and Rich Tea biscuits. 

This project is a celebration of this quiet but quintessential British success story, the shop owners, their dedication and what it means to be part of Southampton’s community. To bring this story to life, Darrell brought together students from Winchester School of Art and Solent University, creating new designs and staging photoshoots at corner shops in and around Southampton. The students designs were inspired by the everyday familiarity we all have with our local corner shop of ‘Just Popping In’ to buy last minute or essential goods.

Several corner, convenience and grocery shops in and around Southampton were chosen to be part of the project. They created the backdrop for the photography, with newly commissioned signage, reimagining the humble shop sign with playful messages that speak to human emotion and connection. Accessories were created by the Southampton Women’s Integration Group.

Facilitated by Darrell, a British-Asian artist and curator, students from the BA Hons Fashion Design course were tasked with researching the project and creating “a visual love letter” to corner shops, seen through the eyes of the people who rely on them daily. The chosen themes are:

• Office and Workwear: Reflecting the diverse customers who stop by during the workday, from those in business attire to tradespeople.
• Luxe Wear: Showcasing the corner shop as a post-gym stop for rehydration, featuring sports and gym wear.
• Party Wear: Illustrating the corner shop’s role in pre-night-out preparations, from casual club clothes to extravagant outfits.

Alongside the fashion show, new shop signs have been created and installed for the selected stores in Bargate, Bevois, Fremantle and Shirley. The WIG (Women’s Integration Group) also created bags to accessorise the photoshoot. 

The shops that took part are:

• Asian Cash and Carry (52-53 Shirley Road, Southampton)
• Brasiliero (399 Shirley Road, Southampton)
• Maynards (5 Civic Centre Road, Southampton)
• Nasz Sklep (118 St Mary’s Road, Southampton)
• Polo Market (210-214 Shirley Road, Southampton)
• Rafique Stores Ltd (51 Denby Road, Southampton)
• Tan Market (20 Hanover Buildings, Southampton)

The student fashion show, shop signs, and bags will be featured at a free exhibition from 2nd – 4th December 2024 at: 

The Spark Atrium is located at Solent University, East Park Terrace, Southampton SO14 0YN, from 9 a.m. to 5:30 p.m. 

This exhibition will celebrate not only the students’ hard work but also the profound impact corner shops have on our multicultural community.