London is vying to become the capital of sustainable creativity. Ideas are radically shifting towards conscious living, as well as towards building a stronger sense of community.
The idea of giving new life to deadstock and vintage clothing has gone mainstream. A must-visit for all vintage lovers is the new massive Picknweight store in Covent Garden, based on the idea of selling high-quality rare pieces from all over the world by the kilo – the first of its kind in London.
Meanwhile, the new Browns interactive flagship in Mayfair is digitising luxury to engage customers on- and offline. Its in-store tech includes augmented reality, smart mirrors and high-touch services. As well as a four-storey retail space for fashion, accessories, homeware and fragrances, it also has a restaurant with an outdoor courtyard and a programme of experiences to engage the community.
The new Bally Haus on Regent Street engages local artists and gives a second life to materials, while Selfridges’s Project Earth campaign reinvents its retail experiences through the idea of rental and repair, and combining nature and art – both worth watching.
Championing responsible sourcing with upcycling and plant-based textiles are sustainably minded brands including Nobody's Child and SIRPLUS, while Hylo Athletics, focusing on sports industry innovations, is also one-to-watch.
Linnaean, the lifestyle destination combining a cafe, restaurant, spa and apothecary, taps into our #hybridretailspace trend on experiential retail. Its restaurant serves a delicious plant-rich organic menu alongside biodynamic wines, completing an all-rounded wellness experience.
A renewed sense of community emerges via mural art and new pedestrianised public spaces offering outdoor art exhibitions, driving the trends for #interactiveart and #joyfulexpression.
If you’re a WGSN subscriber, travel virtually to London via our London Virtual Guide 2021. Live now on the site.