Choose Love x StudioXAG: Choose Love Store ’23

We are thrilled to be partnering with the amazing refugee aid organisation Choose Love once again to launch their festive Carnaby Street store.

But this year, we’re doing things a little differently.

To drive footfall earlier than usual, to create a buzz and to raise funds, we helped them to launch an evolving space, initially for a curated boutique that raised over £30k, which was filled with hand-picked items for sale from influencers, celebrities and high-end fashion brands, and then transforming into their annual festive store.

Building on the creative we produced for 2022, we delivered an impactful and updated store layout, with a particular focus on the window displays and graphics using Choose Love’s bold and optimistic colour palette with a strong typographic takeover, educating shoppers on the messaging behind the store.

Through the use of bright colours and uplifting imagery of the Choose Love community, the space was designed to create a joyful experience for shoppers.

Our team returned to evolve the store into a space in which customers can shop donations for refugees, choosing to spend their holiday shopping power with intention and support the fantastic cause.

We designed a space that would allow for an engaging and educational customer journey, one that would encourage shoppers to donate and spread the word by interacting with Instagrammable moments.

A shopping list stand is available for customers to select their donations, with items ranging from heating fuel to mental health care.

The basement area became an overflow space for shopping Choose Love merchandise, on modular fixtures that could be moved to create space for Choose Love’s programme of events and talks.