This document provides a summary of the best retail experiences in London according to FutureBrand. It highlights six categories of experiences shaping the future of retail: consumer communities, soulful storytelling, expanding perceptions, new concepts, sensorial markets, and standard setters in British retail. Specific examples are given for each category, including Rapha Cycle Club, Dover Street Market, NikeLab 1948, Burger & Lobster, Borough Market, and Harrods. The document concludes with a brief overview of Selfridges department store and some of its notable features.

1. LONDONBest retail and brand experiencesLONDONBest retail and brand experiences

2. About this guide
This is FutureBrand’s definitive guide to the best
retail experiences in London during Spring 2015.
These experiences are shaping the future of retail
not just for London, but brands at large. And, they
deliver against the six dimensions we believe make
a ‘future brand’.

3. Wants
Brands that are positioned well for
the future satisfy our wants today
(delivering on “experience”) and needs
tomorrow (showing “purpose).
Needs
Builds a strong
emotional
connection
Has a compelling
vision for the future
Creates engaging
experiences at
every touchpoint
Redefines the
category
Makes peoples’
lives better
Delivers sustainable
business value

4. London/
A premier retail destination

5. London has been at the centre of consumer for centuries. As the home
to the Industrial Revolution, its goods kick-started the modern day
consumerism and its retail outlets ignited the experiences we’re used
to today.
But London’s seat as a premier retail destination isn’t just due to its
history, but it’s present. An influx of wealthy expats have brought with
them the comforts of home and new expectations of the city.
In particular, the rise in French, Middle Eastern, Russian, and Chinese
expats have transformed the retailing and restaurant scene in London.
London is also emblematic of the change afoot in consumers globally.
A movement towards cities and a millennial spirit has broaden notions
of communities. They’ve championed authenticity and highly-curated
experiences over things. Celebrated history and innovation, design
and technology simultaneous. And encouraged new ways of thinking
about retail.

6. Trends/
Beyond great retail, London embodies many of the trends
impacting consumers today around the world. Driven in
part by the rise of the millennial consumer, but not isolated
to them, today’s consumers desire authenticity, creativity,
community, and experiences. These are the currency in which
they trade. Traditional markers of luxury such as exclusivity,
price, and quality might still remain important, but are now
infused with notions of inclusivity, convenience, heritage, and
craftsmanship, at any price. In London you can see brands
tapping into the creative ego of today’s consumers of diverse
backgrounds and needs. Take note of these trends as you
explore London.

7. The aesthetic of authenticity
1. The rise of the non-chain, chain
In many markets, mid-range cuisine has taken off while fast food has
slowed. These are ‘fast casual’ chains desperate not to look like ‘chains’
who place value on having a strong purpose and creating emotional
connections with consumers. Typically well designed, these ‘chains’
standout with consumers by acting fervently un-chain-like.
Look for: Eat, Pret-a-Manger, Cote de Brasserie, Cafe Rouge, Nandos
2. That hipster look takes off
Undoubtedly, hipsters everywhere can be spotted by their well-kept
beards and sparrow tattoos. The aesthetic defined by the creative class
celebrates originality and self-expression.
Look for: All Saints, Rag & Bone, ASOS, Net A Porter
3. The art of the cocktail
Though many might know London for its ales, it also boasts an active
cocktail bar scene. Patrons flock to these establishments for a chance
to experience craftsmanship, made to order.
Look for: Milk & Honey

8. The community of individuals
4. The communal table
Sharing plates, tapas dining, and ‘experimental’ mash up cuisine are
taking off as 20-somethings enter the consumer force with an appetite
for good experiences but little money in their pockets. New dining
formats are appearing that allow consumers great dining experiences
en-mass at reasonable prices.
Look for: Wagamama
5. The modern 17th century salons
Like the French salons of The Enlightenment, many membership clubs
and hotels have become the cultural hubs for today’s generation.
Locals flock to these establishments as places to work, live, and play.
Look for: Soho House Shoreditch House, Ham Yard, The Ace Hotel, The Hoxton Hotel
6. The power of ‘yummy mummy’
As more couples have children later in life with more means, new
stores are dedicating themselves to 30 something women with money,
a baby and a need to still feel like herself and a mum at the same time.
Look for: Giraffe restaurants

9. 7. The power of shared transportation
From ‘Boris Bikes’ (nickname for London’s bike hire scheme) to Uber to
Zipcar, Londoners are finding themselves more frequently using shared
transportation beyond the tube and bus to get around. BMW has even
entered the city with its DriveNow platform.
Look for: DriveNow in Clerkenwell
John Hope at Shoreditch House via Flickr

10. Feeding the senses
8. Smaller grocery stores and lunch-time markets
Quite popular in London, the small-format grocery store offers
Londoners not just convenience, but a chance to have restaurant
quality food at home at low prices. Similarly, lunch time markets like
Leather Lane or Exmouth allow workers to enjoy gourmet food out of
home and out of the restaurant.
Look for: Little Waitrose, M&S Simply Food, Leather Lane Market
9. Rise of ‘wine bars’ again
Wine bars and terroirs are enjoying a resurgence today as they let
consumers try new experiences and flavours without commitment.
Look for: Kensington Wine Rooms

12. The experiences
We want you to taste the forefront of retail and
consumer experiences. We’ve narrowed down
to six categories of experiences that we think
represent the best of London and are relevant for
the dealers.
Experiences/

13. 1/ Consumer communities
2/ Soulful storytelling
3/ Expanding perceptions
4/ The best new concepts
5/ Sensorial markets
6/ Standard setters in British retail

14. 1
2
4
5
8 9
10
16
17
18
19
20
7
14

15. 3 6
11
12
13
15

16. These stores thrive by building active communities around shared
interests, beliefs, and experiences. The initial point of purchase is less
important than the repeat interaction, which if nursed properly, can
lend itself to a greater customer lifetime value.
1/
Consumer communities

17. A hybrid retail space for cycling
enthusiasts blends an authentic
community with purchase to create
a reason to come back.
85 Brewer St., London W1F 9ZN
The first European outlet of this
Canadian yoga company creates a
sense of community in a busy city
centre.
19-20 Long Acre, London WC2E 9LD
From the creators of Pret a Manger,
this hotel acts as a communal hub
for locals, passers-by and guests.
81 Great Eastern St., London
EC2A 3HU
Rapha Cycle Club
Lululemon
Hoxton Hotel Shoreditch
1
2
3

18. You can say that the art of window shopping began in London.
The retailer Francis Place was said to have developed the first
window display in Charing Cross in the 18th century, a practice
which Selfridges perfected. Now, retailers use storytelling beyond
the window to take shoppers on winding adventures that engage
all senses.
2/
Soulful storytelling

19. This luxury retail store tells
imaginative, immersive stories that
enthral shoppers as they wander
through different floors.
17-18 Dover St., London W1S 4LT
Housed in Mayfair’s only detached
mansion this luxury barber, spa and
store advances the pursuit of male
indulgence and tells the story of
British classicism in three stories.
2 Davies St, London W1K 3DJ
Dover Street Market
Dunhill
4
5

20. Dave Haygarth via Flickr

21. Wolfgang Heitzer-Krichel at Dover Street Market via Flickr

22. These retails are setting outside the box to expand perceptions
of their brands. The stores pilot new ideas, products, and services
that often trickle into other store. Smart uses of technology,
collaborations, and traditional retail make these experiences stand
out in the shoppers minds.
3/
Expanding perceptions

23. A home to innovative collaborations,
products, and ideas, the NikeLab
pushes perceptions of the brand.
Arches 477/478, Bateman’s Row,
London EC2A 3HH
Part Apple store, part beauty store,
this concept by Burberry mixes digital
innovations with luxury refinement to
bring new looks and products to life.
3a The Market Building,
Covent Garden. London WC2E 8RF
The first football store of its kind,
LND19 by Pro-Direct combines
virtual and physical retail to deliver
cutting-edge high street retail .
19 Fouberts Place, London W1F 7RS
NikeLab 1948
Burberry Beauty Box
Pro-Direct LDN19
6
7
8

24. NikeLab 1948

25. Jerome Yewdall via Flickr

26. These are brands to watch as they redefine their categories. From
challenging expectations around service categories to menu items,
these brands are giving Londoners fresh experiences.
4/
The best new concepts

27. Proving that a simple concept can
redefine categories, this restaurant
offers diners only two options:
burger or lobster.
36 Dean Street, London W1D 4PS
This store invites customers to keep the
relationship alive by allowing them to
bring in their old pairs of Nudie Jeans
to be altered & repaired for free.
29 D’Arblay Street, London W1F 8EP
New low-cost eye wear brand,
aiming to offer high quality glasses
designed in Britain & hand crafted
in Italy.
Westfield Mall Stratford City,
Straford Avenue, London E20 1EJ
Burger & Lobster
Nudie Jeans Repair
Kite Opticians
9
10
11

28. If London is known for one thing, it’s the markets. Small streets turn
into bustling markets overflow with vendors selling foods, antiques,
and knick-knacks. Markets are perfect opportunities to engage all
senses, and fill up on some great British snacks!
5/
Sensorial markets

29. A weekend market for the epicurean
and organically- inclined, the market
attracts tourists and locals alike.
8 Southwark Street, London SE1 1TL
A smaller, more refined Borough
Market for the locals and
sophisticated palettes.
Maltby Street, London SE1 2HQ
A tourist destination now, this
market is still worth a visit for
its mix of global retail brands,
independent shops and roaming
musical performances.
Covent Garden, London WC2E 8RF
Borough Market
Maltby Street Market
Covent Garden
12
13
14

30. A Sunday morning treat, this market
boasts varieties of exotic flowers and
plants and East London accents.
Columbia Road, London E2
Home to more than 2,000 specialist
antiques dealers, this market
is one of London’s most famous
in the charming Notting Hill
neighbourhood.
Portobello Rd., London W11 2DY
Camden Market is actually a
collection of many smaller vintage
markets, each with their own flare
and character.
Camden High St., London NW1 8NH
Columbia Road Flower Market
Portobello Road Market
Camden Market
15
16
17

31. Pavlina Jane, Borough Market via Flickr

32. These retailers set the standard for British retail and retail experiences
the world over. Explore each floor to see how the massive department
stores use clever tactics in branding, zones, and employee training to
create unique and intimate experiences.
6/
Standard setters in British retail

33. Synonymous with British upmarket
retail, this is one of the most famous
departments in the world.
87-135 Brompton Road, London,
SW1X 7XL
Go for the afternoon tea, stay for
the floors of candies, biscuits,
housewares and gifts.
181 Piccadilly, London W1A 1ER
As an employee-owned enterprise,
John Lewis department shows
demonstrates its possible to empower
staff, delights consumers and deliver
upmarket experiences.
300 Oxford Street, London W1C 1DX
Harrods
Fortnum & Mason
John Lewis
18
19
20

34. Selfridges/
Where the customer is always right
During our retail safari, you will visit Selfridges, one
of London’s most famous upmarket department stores,
voted Best Department Store in the World in the Global
Department Store Summits 2010, 2012, 2014.

35. A history of fun and customer service
Harry Gordon Selfridge, an American from Chicago, opened the
Oxford Street store in 1909. When we think that “the customer is
always right”, we have Mr. Selfridge to thank. When we think of
merchandise a customer can touch and examine, we have Mr.
Selfridge again to thank. And when we think of shopping as a fun
adventure, yes, that’s Mr. Selfridge again. If you’d like to know more
about this intriguing legend of retail, check out ITV and Masterpiece’s
series entitled Mr. Selfridge.
Aptly named, this
room hosts the world’s
most desirable luxury
jewellery and watch
brands. And now it also hosts the
Apple Watch.
Mark Hix’s restaurant
is known for his
original take on
seasonal dishes. Hix is
the man behind Tramshed, which we’ll
visit on our retail safari.
Selfridges invites
shoppers to revitalise
their routines through
a variety of events like
de-stressing evening workouts or skill
workshops.
A clever team of in-
store shopping helpers
located on Floor 4 has
encyclopedic knowledge
of every item in store ensuring a
perfect gift every time.
Wonder Room
Hix Restaurant
Work It Events
Ask the Elfridges
Must sees