London Retail: Reopening Strategies
From outdoor spin studios to shopping districts twinned with Spotify playlists, London retailers’ reopening strategies attracted round-the-block queues, unequivocally confirming pent-up consumer demand for physical retail following nearly 100 days of government-mandated closure. We distil the most effective and eye-catching initiatives.
Selfridges’ Good Nature Takeover: Talking to its 2021 creative theme ‘Good Nature’, which stems from its five-year eco-ethical initiative Project Earth, British department store Selfridges unveiled 20 eco-themed windows. Inspired by ‘the pleasure and optimism found in nature’ and predominantly made with recycled materials, the windows feature outdoors pursuits scenes such as camping alongside elements taken from formal gardens such as mazes and topiary.
Inside, its Corner Shop, a space which hosts rotating retail residencies, is currently home to UK eco-materials fashion brand Pangaia. Featuring racks of the brand’s trademark rainbow-bright tracksuits, the pop-up also nods to its technical prowess with a lab set-up comprising phials and flasks of brightly coloured liquids and a showcase of materials (such as seaweed) featured in Pangaia product.
Additionally, Selfridges launched the UK’s first outdoor Soul Cycle spin studio in the mews behind its store and a new experience concierge, which will allow customers to purchase out-of-hours children’s parties at its toy department and private screenings at its cinema.
Stella McCartney’s Collectivist Pop-Ups: Harnessing retail collectivism, British luxury fashion brand Stella McCartney will host a series of week-long pop-ups in its Old Bond Street flagship over the coming weeks, dedicating space to other London-based brands. Brands already scheduled to appear include florists Flwr and coffee roasters Climpson and Sons.
Oxford Street’s Spotify Playlist: London’s Oxford Street shopping district has partnered with Swedish music streaming service Spotify to create playlists reflective of the street and designed to be listened to while shopping. Consumers can access the playlist via Spotify or QR codes located on street furniture.