Fourth Element Launch World's First Pop-Down Shop

The look of our traditional high streets has evolved. A number of factors have contributed to our change of shopping habits including out of town retail parks and supermarkets, online shopping and the recession. Innovative councils have sought to reinvigorate the British high street using various mechanisms including adopting the 'pop-up' shop.

This trend is popular because it allows companies to market or test products, locations or markets, whilst some seasonal businesses use these temporary shops to reach their customers. A shop will 'pop up' in a temporary venue and sell merchandise for just a day, a week or a few weeks.

Fourth Element, Jason Brown, Martin Robson, underwater habitat, diving habitat, underwater pop-up shop, Rosemary E Lunn, Roz Lunn, The Underwater Marketing Company, scuba diving
Photo Credit: Jason Brown / Bardo Photographic

A Cornwall based diving clothing manufacturer has taken this concept to a new level, or should we say 'depth'.

Fourth Element, Paul Strike, Jim Standing, underwater shop, pop-down shop, pop-up shopping, Rosemary E Lunn, Roz Lunn, The Underwater Marketing Company
Fourth Element's Managing Director, Paul Strike, stocking the world's first underwater 'pop-down' shop

Fourth Element has a reputation for doing things a little differently, and they have now given the phrase "just popping down the shop" a whole new meaning!

Fourth Element has just launched the World's first 'pop-down' shop at TEKCamp.2015.

For one week only TEKCampee's have the opportunity of buying an exclusive t-shirt underwater from a 'pop down' shop, suspended at a depth of 6 metres / 19 feet.

All the t-shirts for sale are wrapped up in waterproof packaging!

Technical instructor trainer Martin Robson of Eau2 kindly lent his underwater habitat to Fourth Element for the week.

Fourth Element, TEKCamp, scuba diver Kath Prentice, underwater shopping, Rosemary E Lunn, Roz Lunn, The Underwater Marketing Company
TEKCampee Kath Prentice after completing her shopping at 10 metres

This 'pop-down' shop has been a great way of introducing divers to a habitat.

An underwater habitat is used by cave diving explorers so that they can decompress in relative comfort as exploration decompression times can run for many hours.

The habitat allows the diver(s) to get out of the water (either partially or fully) and dekit, thereby reducing their physical and thermal stress. During these prolonged decompression stop the diver(s) will talk, eat, drink, breath oxygen and write up exploration notes.

 

 

TEKCamp.2015, Karen Garner, Rupert Massey, Toni Douthwaite,  Fourth Element, pop-down shop, pop-up shop, Rosemary E Lunn, Roz Lunn, Vobster Quay, scuba diving
The first three happy customers of Fourth Element's 'pop-down' shop - with Karen Garner, Rupert Massey and Toni Douthwaite @ TEKCamp.2015

 

 

Whites Drysuits Now Aqua Lung Dry Wear

 

Anglesey ScubaFest.2014, Garry Dallas, Simply Sidemount, Jason Brown, Rosemary E Lunn, Roz Lunn, The Underwater Marketing Company, Fusion Drysuit, Dean Martin, Bardo Photographic,In Spring 2010 Aqua Lung purchased Whites Manufacturing; a company that specialises in the development and manufacture of Diving Drysuits. Whites Drysuits are dived by recreational, military, public safety, and commercial divers around the world.

One of their most popular suits is the patented Whites Fusion Drysuit. The unique design of this suit has changed the way that divers view the ‘drysuit’. It offers them comfort and mobility in a lightweight package, that is easy to don and doff.

Aqua Lung has just announced that starting from today (1st October 2014) all drysuits, undergarments, associated drysuit accessories that are produced by Whites Manufacturing, and supplied through Aqua Lung dealers will be branded Aqua Lung.

Image: Apeks Aqua Lung Ambassador Garry Dallas, pictured in his Whites Fusion Drysuit, during the 2014 Anglesey ScubaFest

Credit: Jason Brown / Bardo Photographic

 

Scuba Magazine Is Seeking Stories

Scuba Magazine, BSAC, Simon Brown, Jason, Brown, Rosemary E Lunn, Roz Lunn, The Underwater Marketing Company, scuba diving in the UK

SCUBA is the official magazine of Britain's biggest diving club, the British Sub-Aqua Club.

It is published monthly and is circulated to BSAC members. SCUBA features UK and BSAC club diving, snorkelling and important developments in our sport.

One regular column is called 'Greatest Dive'. Have you had a a 'blow your socks off dive' this year? SCUBA Magazine would like to hear from you. Your greatest dive can be either in the UK or overseas. Simply email SCUBA Editor Simon Rogerson with a short synopsis.

This front cover images features 'The Brown Brothers'. Jason, taken by Simon.