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Lone Design Club launches "phygital" shoppable windows in London

Sadiyah Ismailjee
01 June 2020

Lone Design Club has revealed several shoppable windows on London’s South Molton Street, which allow independent brands to display their collections while observing social distancing.

This technology combines physical and digital, offering customers a new “phygital” experience.

The independent concept retailer has already launched five units on South Molton Street and will be opening more locations across London later this week.

Collections from a range of retailers including fashion, beauty and lifestyle brands will be showcased. Some of the brands taking part in the 'phygital' shoppable windows include Ganor, Dominic, Le Slap, Big Horn, The Letter and Nata Studio. The digital experience includes QR codes to create an “around-the-clock” integrated experience.

Shoppers are also given the opportunity to sign up to various events and activities through the LDC Digital Web Store, which offers 1-to-1 personal shopping experiences, beauty events and tutorials.

Lone Design Club CEO Rebecca Morter said: “Even before the Covid-19 crisis, the landscape of the physical high street has been in a state of flux for some time. With a high number of store closures, more empty units on the high street than ever before and young designers struggling to pay rents and high rates, change needed to come. Importantly, landlords needed to open their eyes to new ways of working."

"We are delighted to be working with South Molton Street, Kenningham Retail and City of London Corporation to help drive this change and see this new format combining well with our existing pop-up model once it’s possible to re-open.”

LDC is known for hosting independent pop-up stores across the UK, Italy and China and introducing over 300 brands to market. The retailer explained the new “powerhouse” concept will bring “excitement to our short-term, immersive retail experiences with the focus on storytelling, sustainability and ethics whilst pushing the boundaries of creativity."

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