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Coca-Cola opens fashion concept store in London's Covent Garden

Tom Shearsmith
28 April 2022

Coca-Cola has today launched its first flagship concept store in London. Located on Long Acre, Covent Garden, the new retail destination is the first of its kind in Europe, offering a range of limited-edition apparel collections, exclusive designer collaborations, gift items, and unique drinks.

Visitors will experience the ‘Real Magic’ of Coca-Cola, shopping limited-edition collection drops, tasting Coca-Cola like never before at the Beverage Bar, and adding a personalised touch to cans at the customisation centre.

The Coca-Cola store’s exclusive clothing collections include a range of sportswear and workwear as well as a sustainable apparel and accessories collection made from recycled plastic. The store will also feature fashion collaborations with UK and global designers such as Soho Grit, Lee Denim, Alma de Ace, BAPE, Herschel, Staple and BE@RBRICK.

Coca-Cola has been long-known for collaborations and fashion partnerships, having collaborated with brands including Kith, Diesel, Daniel Fletcher, Tommy Hilfiger and Converse in the past.

In addition to a wide range of fashion accessories such as hats, bags, tech accessories and drinkware, the store assortment will also include limited edition collectibles and special collections, such as for LGBTQ+ Pride in June.

The launch of the London store follows the successful deployment of similar retail stores in the US.

Coca-Cola will partner with RuPaul’s Drag Race UK star and LGBTQ+ model Tayce to officially open the store today to the public, joined by fellow young London creatives and content creators including dancer and choreographer Nifé, fashion designer and vlogger Magnus Ronning, and musician and presenter Poet.

Together, creatives will bring to life and amplify the ‘Real Magic’ experience of the Coca-Cola store and reflect the brand’s passions and presence in culture across fashion, music, football, and gaming.

The launch will be supported by a targeted media campaign, including proximity OOH, geo-targeted social, and a takeover of Covent Garden Tube Station exits.

Tayce for Coca-Cola

Tayce for Coca-Cola

Michelle Moorehead, Vice President of Licensing and Retail, The Coca-Cola Company said: “We have opened the doors in London to our first new concept store in Europe. This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks. Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”

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