A quickie with TOMS in London

This is just a quickie, we visited the new flagship store for TOMS today in London and we liked it so much we wanted to share it with the world.

 

Pretend for a moment you don’t know anything about TOMS . . . walking into their new flagship store, the interior is welcoming and considered in all respects.  Grab an (amazing) coffee, browse the product and it’s just now you will begin to notice an underlying sense of honesty and dedication to their cause.  It’s up to you how much you want to know about how TOMS works,  the humble and thoughtful approach definitely is refreshing.  Once you do a lap of the store and admire the amazing yet informative illustration, you will be blown away by this brand and what they stand for.  

 

TOMS // The TOMS Story from Giant Ant on Vimeo.

Just one (of many) amazing facts we learnt: Each bag of TOMS Roasting Co. Coffee sold provides 140 litres of safe water, a week's supply, to a person in need.

Whether or not you support what TOMS stands for, this store is unique and the products are great (did we mention the coffee?).   The fact they also have incorporated helping those in need so seamlessly into the retail model, makes us wonder why are there not more brands like TOMS.

Could this be the beginning of changing the perception to non-profit retail in the UK???

The MAGIC HOUR

We love it when something disrupts a market and forces people to think differently.

Picture this; a pop up shop, that is only open for an hour at sun rise and sun set, is set in the most remote of locations and travels to 15 different location in 11 different countries…. sounds like the retailer rule book was not only torn up but blown to smithereens right?

Well…

Peak Performance decided to both challenge and reward their most intrepid explorers and loyal customers by creating a pop up shop that rewarded the adventurous  by offering some Peak Performance apparel for free, it was called the "Magic Hour".

Turns out that the pop up shop is actually an online store, so the adventurer must have a smart device with GPS in order to claim their product along with an on location selfie in order to verify their location.



We think this great use of technology really helped the brand operate on a global scale and by a whole new set of rules whilst also blurring the lines of physical and online retail.

We raise our muddy trainers in celebration of this digital experiential campaign, well done, the bar is well and truly raised.