In April, the iconic British department Store Harrods opened its doors to the very first standalone charity outlet in its 184-year history. Dubbed “the world’s most glamorous pop-up shop,” Harrods opened the shop with the National Society for the Prevention of Cruelty to Children (NSPCC), the retailer’s charity partner. The NSPCC is a charity dedicated to preventing abuse and helping those children who have been affected by abuse to recover.
The store has stocked a range of items from a variety of brands, including Burberry, Loewe, JW Anderson, Céline, Victoria Beckham, and Anya Hindmarch. Pieces range from the current season to vintage. Each and every article of clothing in the store was donated by either Harrods’ customers and employees or the brands themselves. The store stocks menswear, womenswear, and children’s wear, and all prices range from £100 to £200. The store is staffed by NSPCC personnel, who all received training from Harrods on how to best serve customers.
The store was carefully designed by Alex Greco Wells, the head of visual merchandising at Harrods.
“When we’re dealing with such a troublesome topic, it’s better to have a lighthearted approach to make people smile. So when we visualized the theme, this one automatically felt right,” he said. “Number 1 for myself is that it is completely Instagrammable, because when you’re doing a charitable initiative, if you don’t generate noise on every platform, you’re never going to make it a success. We just want to create something fun, a visual interpretation of an appropriate aesthetic for the collaboration, without the ostentatious and overpowering feel of a luxury store.”
The charity pop-up shop is located on Sloan Street on a piece of property that was donated to the store. The store will keep its doors open for one month. All proceeds from items sold in the store will go to the NSPCC.
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