Quadrant, the entertainment and lifestyle brand founded by Formula 1 World Champion Lando Norris, today announced its first-ever London pop-up activation at Outernet London. Built in partnership with Shopify, the new space brings Quadrant’s world of
motorsport, content and apparel into a physical retail experience for its community. Quadrant started in 2020 as a multi-faceted sports media brand, consisting of a competitive gaming roster, apparel label, and community built around the speed of the internet and racing.
In a few short years, Quadrant has grown into a leading global fan brand, earning attention from an audience that follows Norris on track and Quadrant around the world. Shopify will power the new pop-up store for Silverstone Race Week. Shopify provides essential infrastructure for commerce, and it will handle the entire commerce layer behind the activation, allowing Quadrant to bring its online community into a physical space for the weekend.
“Lando is one of the best drivers in the world, and what he and the Quadrant team have built off the track is just as impressive. They understood something every great entrepreneur understands: build the community first, and commerce follows,” said Harley Finkelstein, president of Shopify. “They’re using the Silverstone Race Week to convert screens to a storefront in London. That’s the kind of ambition Shopify is built for.”
“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. 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,” said Lando Norris, founder of Quadrant.
Shopify has spent two decades building the commerce infrastructure for entrepreneurs, creators and brands, turning ideas into businesses. Its platform powers sales online, in-store and everywhere in between, helping brands move quickly from drop to checkout to customer relationships. For Shopify, the partnership reflects a broader shift in how brands are built. The next generation of commerce is not starting with a storefront alone. It is starting with communities, live moments, content and cultural gravity — then using commerce to make those moments tangible.
The London activation opens at Outernet London from 10:00 am BST on Tuesday, 30th June. A second Shopify x Quadrant activation in a U.S. city will follow later this year.
