Majestic Wine has announced it will be taking concepts from its newest stores to Taste of London this week via the company’s first ever pop-up shop.

The wine retailer will unveil a ‘palate fitting’ station, where visitors can sample a wide array of styles “in order to calibrate their tastes”. There will also be new-look merchandising and a large communal tasting bar for visitors to compare notes. These features could potentially be rolled out across the retailer’s 210 branches.

Majestic’s stand will host masterclass tastings for 30 people at a time, as well as a Definition wine bar, where consumers can sample Majestic’s own-label wines.

Natalie Th’ng, customer director, said: “Taking our new-look store format on the road is a great way to introduce customers to what makes Majestic special. Majestic has changed a lot in the last few years. Our stores are moving away from the warehouse-feel, and we think a relaxed festival environment with the emphasis on tasting makes this an ideal fit to showcase our new customer-centric improvements. Plus, who doesn’t love tasting great wines in the sun?”

Around 60,000 festival-goers attend Taste of London every summer in Regent’s Park, London. Majestic will be at the event from June 13 to 16 and its pop-up shop will host four masterclasses per day, while it will also sell wines by the bottle and glass.