Hotlist
New London retail destinations

Innovation and inspiration to kick start your week


MUJI | London
OPEN APARTMENT
MUJI’s Life pop up showcased the entire range from food to fashion in a studio apartment setting, with enough space to showcase larger items usually left out of store. The brand also hosted workshops in the space, inviting guests to learn from experts on a range of topics such as sleep and de-cluttering.
Household takeout: Brands will continue to host customers with generous experiences. This win-win tactic bolsters customer advocacy while raising awareness of the full offer.

Fiorucci | London
POP PLAYGROUND
70s fashion brand’s bright and bold store reflects the brand’s design ethos and encourages individuality with a customisation station. Clothing is complemented by entry-level products such as iPhone cases. Customers tired of shopping can enjoy the café downstairs, the bar upstairs, or even kick back on the mid-shopfloor bed?!
Household takeout: Lively space invites customers in and makes the cult-brand’s offer and price point feel accessible for all.

Converse | London
1 STAR SERVICE, 5 STAR BUZZ
Household headed to Converse’s One Star Hotel an immersive, experience spanning 4 floors, with an Instagram-moment at every turn. Each collaborator-designed ‘hotel room’ is inspired by shoes from the brand’s One Star collection. Highlights included live music, creative talks and workshops, as well as an exclusive product drop with rapper Yung Lean.
The pop up re-established Converse’s position as a cultural influencer for a younger generation, but risks overwhelming in a small space.

Miller Harris | London
SCENT-SORIAL
+70% brand impact when three senses are engaged. (Martin Lindstrom, 2017)
The perfumer’s latest store uses smells, sight, sound and texture to immerse customers, featuring rotating exhibitions from artists. Each scent sits on textured plinths, and some have musical soundtracks reflecting the scent’s qualities for a deeper, 360 engagement.
Household takeout: Sensorially stimulating experiences can give small footprint stores maximum impact. Engaging multiple senses can bring an experience to life.
 
Images courtesy of Muji, Converse, WGSN and Amber-Rose.

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