Lone Design Club partners with Westfield London for an interactive, pop-up shopping experience showcasing sustainable and independent brands
Who: Lone Design Club X Westfield London
Where: Westfield London
When: 23rd June 2021 *Press Preview
Consumer Late Night Opening: 24th June 2021
What: Shopping experience like no other
Putting human connection and storytelling back at retail's centre, Lone Design Club has partnered with Europe’s largest retail destination, Westfield London, to launch the LDC X Westfield London pop-up retail experience.
The pop-up experience has been designed to empower independent and sustainable designers to engage directly with a new audience, highlighting to consumers the exceptional talent of a new generation of artisans and makers pushing the boundaries of sustainability. Trailblazing new production methods and integrating technology into all areas of their business really paving the way for a greener future.
Launching with opening night fizz from sustainable winemakers, Sea change, and premium cocktails courtesy of Vivir Tequila X London Essence, celebrating the return of physical retail. The store will showcase an array of the best ethical fashion, beauty, and lifestyle brand talent out there. With exclusive in-store pieces from one of the UK’s most exciting and daring designers, Dylan Joel, who challenges and redefines the boundaries of Menswear and Womenswear with contemporary androgynous garments. This store will be introducing a new range of sustainable accessories from Amadeus and Stephanie Grace Jewellery, along with one-off upcycled outerwear from the unique London-based brand Hoh Pabissi and so much more.
“The future of shopping IRL is discovery, not distribution. Go online for convenience buying sure - but to be inspired, to have a truly new and unforgettable experience - get out on the high street.
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.” Lone Design Club, CEO Rebecca Morter
As Westfield's "How We Shop" Report demonstrates, consumers are keen to get back to the shops and are looking for more from their shopping experiences.
Westfield: How We Shop Report
52% of UK consumers are shopping more locally than last year
49% are now buying more locally sourced or locally made products
89% of London shoppers are interested in in-store shopping technology
LDC intends to answer this call by infusing the best elements from the digital and physical spheres with a live stream shopping studio, live editorial shoots, an interactive Instagram room, and beauty pampering treatments on tap.
The innovation keeps coming with an in-store swap shop from SWAPCHAIN, allowing customers to exchange clothes with a simple tap of an app. Exciting designer lead workshops further celebrate our makers, kicking off with a soothing candle-making session, where participants will use natural and vegan ingredients and an array of essential oils, each formulated using botanical scents, and will be able to create their own candle. Next up Upcycling, with the chance for participants to customise their favourite pre-loved items and interactive cocktail making classes with premium Tequila from VIVIR.
Continuing their support for a more sustainable industry, LDC will host the "Sustainability Post Pandemic: Meet the Mindful Makers" panel discussion in collaboration with Westfield. The session is inspired by Westfield’s latest research, revealing sustainability remains a key focus for consumers, with 57% of UK shoppers claiming they will be more mindful of their online purchases due to the distribution and packaging impact on the environment. The panel aims to engage the community, spread the word around sustainability, conscious consumerism, going trendless, and supporting small designers, especially in the current economy.
Harita Shah, Marketing Director UK and Creative, Media, Events, & Brand – Europe, Unibail-Rodamco-Westfield comments: “We are pleased to offer continued support to Lone Design Club, winners of the Westfield and Fashion District Retail Futures Innovation Prize in 2020. Experience is at the heart of everything we do at Westfield, and we are always looking for ways to bring exciting experiences to customers that visit our centres, particularly within the fashion space. With people craving real-life experiences more than ever before, we’re thrilled to partner with Lone Design Club, which not only offers an immersive retail experience to shoppers but also has a strong focus on sustainability which we know is a strong focus for our visitors.”
This launch will be the first of many for LDC in 2021; Lone Design Club will expand its experience-led physical pop-ups stores across the UK and Europe, doubling down on its core values of ethics, sustainability, and social impact. They will place transparency at the core of the new retail landscape by launching various initiatives throughout 2021. LDC tackles sustainability on all fronts from new rental partnerships, sustainable e-commence packaging, refill stations, and upcycling programs. They lead by example and support their independent and sustainable brands to keep moving forward in these areas.