Help Refugees charity Choose Love will open a pop-up store this week in Carnaby’s Newburgh Quarter at 30-32 Foubert’s Place. Occupying a two floor space, Choose Love invites visitors to ‘shop your heart out, leave with nothing, and feel the love’, with every purchase contributing towards a similar item for a refugee, distributed by Help Refugees and their partners across Europe and the Middle East. The store has been carefully designed so that shoppers can interact with the products and discover why they are needed.
Split into three sections, each area explores a different stage of a refugee’s journey, from 'Survival' (emergency blankets, warm clothing and food) to 'Shelter' (tents, sleeping bags and hygiene packs), all the way to the 'Future' (educational materials, a dictionary and keys to a home). The ground floor will showcase products and merchandise, while the first floor will provide a social space to host talks, workshops and events.
'Last Christmas, the shop became a beacon of compassion in the heart of central London. Choose Love helped people from all walks of life feel empathy for refugees – and do something practical to help. This year, as displaced people attempt to survive another freezing winter in tents and makeshift shelters, we’ll be inviting people to Choose Love once again and support refugees and homeless populations across the globe,' says Karen Baines, head of group marketing and communications at Shaftesbury. 'The Choose Love pop-up store is a heart-warming example of the kind of difference a community can make when it comes together. We are delighted to be able to donate this space and help the diverse shoppers of London’s West End provide much-needed relief to refugees and the homeless around the world.'
Last year, the London store and its online equivalent raised £750,000. The pop-up opens tomorrow (Friday 23 November) and will run until January 2019.