Crew Cut: Subtle Snapshot of What’s-in Store

Baited breath awaited the arrival of the much vaunted J Crew flagship store on Regent Street.



However for the impatient and curious a subtle appetizer awaits amidst the stylish surroundings of Lambs Conduit, number thirty eight. In keeping with its history of opening specialist stores in its native New York the London store is a menswear outlet, selling stylish soft, in a world of traditional tayloring.

Individual displays echo the exclusive environment whilst the standout sales desk offers a glimpse of elegant eye-candy displaying jewellery and accessories for the well-suited and well informed.

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Athleta: Power to the She Wolf in Sheep’s Clothing

GAP created the Athleta  concept to be much more than a ladies fitness apparel and equipment retailer but  as a hub for the fitness lifestyle itself.



The concept is completely  multi-channel but focused on the neighbourhood communities around each store, selected as aerobic areas with high levels of fitness clubs and activities for ladies of work and leisure with health and fitness at heart.

The stores are understated,  but intimate and welcoming.

The atmosphere encourages the customer to browse and  to spend time. The assortment is segmented between activity specific apparel  & the appropriate equipment displayed with authority and category clarity, through to more leisure lifestyle collections where the presentation is more closely coordinated to that of a  boutique.

Around the store scattered information hot spots with news of events, activities and classes in the immediate vicinity, as well as Internet terminals where customers can explore further information as well as the extended Athleta assortment.

GAP has developed some  interesting initiatives to propel the concept to the role of leisure hub, such  as sponsorship of leading US sportsmen and more local fitness “heroes”,  and diverse directories of local classes and clubs.

The retailer has also  developed and promotes highly in the store a number of hero MVP products – Most  Valuable Performer which give a value twist to what is primarily an assortment based on performance, quality and a fashion premium.


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Open: Welcome to the House of Fun

Something pretty peculiar popped up in Islington. The coolest collection of contemporary living from the safest pair of hands in British retail.



Open House was a month long John Lewis pop-up experience exclusively featuring the House collection of Britains favourite retailer. The whole was housed in a two-floor space with the ground level given over to informally segmented room sets, a coffee bar and plenty of open space for activities and seasonal interaction.

From face painting to french fancies, giveaways to guacamole, and guitar greats to gourmet demonstrations the space was fun and fully social, featured through facebook and twitter whilst interestingly anonymous of the official JL site. The lower level served as a film house with selective screening of cool classics, introduced by doyens of the film fraternity to a decidedly select audience.

Open House exploded the John Lewis brand to a younger audience and kepts then coming back for more in this most innovative of omni-channel experiments.

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Soho Alive & Kicking: The Jimi Hendrix Experience

Soho returning to its roots as the 21st Century Jimi Hendrix experience returns to its streets, for a few weeks at least, with the Jimi Hendrix Pop-up



“People, Hell & Angels” is the latest and most authentic posthumous album from the 60’s guitar hero. And to launch the album a unique Pop-up shop has arrived just off Carnaby Street, in a music launch that captures the life & spirit of that bygone, psychadelic age.

The store is home to the entire Hendrix catalgoue collection, merchandise and memorabilia, but to really soak up the Hendrix experience visit the basement. Here Fender, the instrument of choice for the guitar great, has taken its home for 2 weeks, displaying its range of guitars, with hourly masterclasses on re-creating the Hendrix sound for any budding guitar greats.

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A fitting tribute to Soho, and a fitting tribute to Hendrix, brought together again 50 years after.

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