Where shopping malls used to be crowded places full of activity, lately they’ve been seeing a lot less action. Most of us have taken to online shopping, while waiting for things to get back to normal. But as Corona measures are loosening up more and more initiatives have popped up to get things going again. One of the latest is an interactive pop-up retail experience at the Westfield London shopping mall.
To create the experience retail disrupter Lone Design Club partnered up with Westfield London and LDC X Westfield London was born. Lone Design Club explains that “the pop-up aims to “put human connection and storytelling back at retail’s centre”. This is achieved by “empowering independent and sustainable designers to engage directly with a new audience, while also highlighting a new generation of artisans and makers pushing the boundaries of sustainability”.
Phygital elements and sustainable fashion
So what will you be able to experience at the pop-up? The event will feature a few unique areas, like an in-store swap shop from Swapchain. There visitors will be able to exchange clothes through the accompanying app. Customers can also get busy with livestream shopping studios, live editorial shoots, an interactive Instagram room and even pampering beauty treatments. The pop-up will furthermore feature ethical fashion, beauty, and lifestyle brands. A few exclusive pieces from British designer Dylan Joel will be present to challenge and redefine the boundaries of menswear and womenswear. There will also be a range of new sustainable accessories from Amadeus and Stephanie Grace Jewellery and upcycled outerwear from Hoh Pabissi.
“At LDC, we believe experience starts with people; we position our independent and sustainable designers, these incredible storytellers and makers – right at the forefront of the sales process – why? Because not only do you get the best experience possible, but you are speaking to the person who created it, and we should all know where the products we buy genuinely come from, who made them and the story behind them,” said LDC chief executive Rebecca Morter in a statement.
The LDC X Westfield London pop-up will be launching on June 24. So if you happen to be in London, you know where to go.