Challenge

Bicester Village came to us with the ambition to mark its 30th anniversary in a way that felt bold, ownable and unexpected. They wanted to move beyond their usual role as a platform for luxury brands and, for the first time ever, use their pop-up space to spotlight themselves for their momentous milestone.

At the heart of the campaign was a collaboration with The Gentlewoman magazine, centred around a limited-edition publication titled 1995 to mark the year Bicester Village was born.

They envisioned a newsstand to bring it all to life, something that could embody the spirit of the collaboration while celebrating Bicester’s heritage and evolution as a brand.

Insight

We wanted the space to feel connected to the editorial collaboration while still capturing what makes Bicester unique. The newsstand concept naturally pointed to print and nostalgia, but instead of leaning into an urban kiosk aesthetic, we looked to something more local. A traditional village newsagent became our creative anchor, rooted in Oxfordshire charm, rich in heritage, grounded in place.

This gave us a way to reimagine a familiar retail format through a Bicester lens. Layering in fashion cues, premium finishes and considered storytelling, to create something both nostalgic and relevant.

It also marked one of the first opportunities to bring Bicester’s refreshed brand into physical space. The activation gave shape to their campaign line, Original Then Original Now, by blending history with intent and crafting a moment that felt distinctly theirs.

Solution

We designed, produced and installed The Village News Stand, transforming an existing unit into a luxe editorial kiosk. The structure was reconfigured to feel more intimate, with added walls, a vintage-style awning and a full façade in Bicester Green.

Inside, custom magazine racks, a collectible postcard wall and a village-style noticeboard with fictional headlines filled the space, bringing a beautiful contrast to The Gentlewomen pink merchandise and the Bicester green. Props and signage completed the space, styled to reflect a nostalgic yet elevated experience.

The layout was designed for adaptability, with space to rotate stock and update themes. The launch focused on The Gentlewoman, but the kiosk is built to evolve with future campaigns.

The Village News launched at a press event attended by editors, influencers and guests, who travelled by private train with Ottolenghi breakfasts and oversized commemorative tickets anchoring the campaign in a branded, editorial moment.