Quadrant opens its first London pop-up with Shopify for Silverstone race week

Quadrant, the entertainment and lifestyle brand founded by Formula 1 driver Lando Norris, is opening its first physical retail space in London.

The pop-up runs at Outernet London from 10:00am BST on Tuesday 30 June, timed to Silverstone race week and the British Grand Prix. Shopify powers the activation, handling the entire commerce layer for the weekend.

Founded in 2020, Quadrant began as a multi-faceted sports media brand spanning a competitive gaming roster, an apparel label, and a community built around racing and internet culture. It has since grown into a global fan brand, drawing an audience that follows Norris on track and the company online.

The London pop-up is the first activation under a year-long partnership between Quadrant and Shopify. The deal pairs Shopify's commerce infrastructure with Quadrant's content, apparel, and motorsport world, bringing the brand's online community into a physical space for British Grand Prix week. A second Shopify x Quadrant activation, in a U.S. city, is planned for later this year.

We've built so much online over the years, so it's really exciting to bring that into the real world with this pop-up.

"Quadrant has always been about building something with our fans. Racing, apparel and content are all a big part of it, but it's the fans who've made it what it is today," said Lando Norris, founder of Quadrant. "We've built so much online over the years, so it's really exciting to bring that into the real world with this pop-up. Shopify has helped us make that possible, and I can't wait for everyone to come and check it out during race week."