Pop-up experience at LDF aims to redefine retail

Visitors to London Design Festival can ‘mine’ for jewellery at a pop-up retail experience designed to help us fall in love with the high street again. In a collaboration with design agency, Campaign, students at Falmouth University have created UNKNOWN, where shoppers chip away at biodegradable foam walls to find boxes containing specially designed rings or pendants.

Particularly targeting millennials, who now make up one in every four adults and want experiences rather than things, UNKNOWN offers an immersive, real-world retail experience that’s readily Instagram-able. There’s another unexpected element to the experience; as the structure is eroded, a bench is exposed, encouraging human interaction and conversation.

As mental health and loneliness become challenges increasingly faced by young people, UNKNOWN, supported by the charity Mind, seeks to open up discussions around mental health.

'One in every five pounds spent in UK shops is now online, so UNKNOWN reimagines a future for retail that will bring alive brick-and-mortar retail for a new generation of shoppers who are digitally native, but value real-world richness. Working with students from Falmouth was a great opportunity not only to access some of the best young talent in the country, but to tap straight into the mindset of our target demographic,' says Ola Handford, co-founder of Campaign.

Fay Freeman from Falmouth University adds: 'It’s exciting to bring this project to the heart of the London Design Festival and to invite everyone into this inclusive, imaginative space. We want to explore how retailers can develop meaningful, human-centric elements to enhance the in-store experience and drive footfall.'

London Design Festival takes place on 15-23 September 2018, with many sites and experiences across the capital. Visit www.londondesignfestival.com to find out more.

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