Jun 21, 2018 | By Quentin Humphrey
Oct 06, 2017
By WGSN Insider
This week was yet another busy week in London, with new experiential retail concepts, brands launching films and more.
Thursday night was all about one man though, A$AP Rocky who this week launched his #AWGEbodega New York style bodega at Selfridges. Held in the basement of the department store, this bodega, was created with authentic graffiti on the outside of the “store” with Harlem and the 212 New York phone area code visible for all to see (and Snapchat). Then inside, consumers (who had to apply for a wristband and hour slot to enter) were greeted to a whole host of merch. From typical bodega product, think cereals and American candy, as well as posters of the A$AP family, and product including sweaters, and t-shirts from A$AP Rocky and A$AP Twelvyy with his label – Last Year Being Broke. Prices were more luxury than bodega though, with T-shirts ranging from £55 to £75, and hoodies from £100.
The event was following in the footsteps of Skepta who launched his Nike collaboration by recreating a London street market with a Moroccan souk, including live performances and showcasing merch on site, earlier this summer. Both these events cement the fact that consumers want more from their retail experience, they want to be wowed and they want all their followers to feel very jealous. It also speaks to the power of these performers, both A$AP and Skepta are proving the immense power of their personal brands and how they are key influencers that brands are clamoring to align with.
The rest of the week was just as busy, GANT launched their new show called Couple Thinkers with a film screening at Soho House on Wednesday morning. The show will be available on Youtube from October 9. American lifestyle brand GANT has partnered with Craig Ferguson (formerly of The Late Late Show) to follow him as he asks people about life’s big questions; from how much time do we have on this earth? To can we stop ageing? To how do you deal with failure? The show is based around the brand’s ethos which is Never Stop Learning and encourages consumers to ask questions, and for brands to be more transparent.
Thursday night was also the press preview of a new menswear sample sale that’s happening this weekend. From today, through to Sunday 8 October, The BOX (4 – 6 Ram Place, London, E9 6LT) is playing host to a sample sale of some of the coolest London designers. Expect to pick up garments from Christopher Shannon, Casely-Hayford, Lou Dalton, CMMN SWDN, Fanmail and Sun Buddie, with pieces including outerwear, knitwear, trousers, suiting, shirts, accessories and shoes at up to 80% off. Follow @TheBOX_London – for more intel.
Finally, more retail chatter as part of a new Soho Speaks series, this month has been packed with a roster of free in-store talks celebrating the people behind some of the hero brands and independents in Soho. Last night was all about founders of OTHER/Shop, Matthew Murphy and Kirk Beattie, showcasing their exclusive AW17 collections, as well as drinks and networking.
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