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TOMS launches first standalone store

Footwear brand TOMS has opened its first UK standalone pop-up shop. Located in Neal Street in London’s Covent Garden, the store space provides a brand experience that includes product displays and storytelling through a creative and interactive interior.

GENERAL MERCHANDISE

TOMS launches first standalone store

Footwear brand TOMS has opened its first UK standalone pop-up shop. Located in Neal Street in London’s Covent Garden, the store space provides a brand experience that includes product displays and storytelling through a creative and interactive interior.

A spokesperson for Design 4 Retail, the firm behind the store design, said: "We designed and developed this store staying true to the brands heritage and ethos, and the brand's one for one mission statement remains fundamental to the store.

"We created different areas in the store such as a footwear area made up of a bespoke shelving system, which allowed storytelling, display and trying on. We added an astro turf floor to really set the area aside from the rest of the store.

"The eyewear area was made up of eye giving canvass imagery, which provided the perfect backdrop to the new sunglasses on display whilst getting across the main message that sight in poorer countries would be aided with each purchase."

The downstairs space incorporates a creative hub for consumers to use as a workshop. Here, TOMS will run events and competitions, such as design your own origami TOMS, T Shirt design and a silent auction. The main feature is the acrylic boxes, which showcase seven unique pairs of glasses that have been especially designed by local designers.

Design 4 Retail has worked with TOMS for the past year on various POP projects including a shop for  the launch of the brand's sunglasses at a pop-up shop in Selfridges. The Covent Garden pop-up shop will remain open throughout May and June.

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