May 29, 2020
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LDC launches 'phygital' shoppable windows in London

May 29, 2020

Independent designer concept store Lone Design Club has unveiled several shoppable windows on London’s South Molton Street allowing independent brands to showcase their products whilst observing social distancing.


The concept bridges the gap between the physical and digital, offering consumers a new “phygital” experience.

Five units have already launched on South Molton Street, with more locations expected to open across London later this week.

Collections from fashion, beauty and lifestyle brands including Ganor, Dominic, Le Slap, Big Horn, The Letter and Nata Studio are presented alongside QR codes, providing an “around-the-clock” integrated experience.

Customers can also sign up to a wealth of events and activities via the LDC Digital Web Store, including 1-to-1 personal shopping experiences, beauty events and tutorials.


“Even before the Covid-19 crisis, the landscape of the physical high street has been in a state of flux for some time. With a high number of store closures, more empty units on the high street than ever before and young designers struggling to pay rents and high rates, change needed to come. Importantly, landlords needed to open their eyes to new ways of working,” said Lone Design Club CEO Rebecca Morter.

"We are delighted to be working with South Molton Street, Kenningham Retail and City of London Corporation to help drive this change and see this new format combining well with our existing pop-up model once it’s possible to re-open.”

The business, which has hosted independent pop-up stores in the UK, Italy and China, bringing over 300 brands to market, said the new “powerhouse” concept will add “excitement to our short-term, immersive retail experiences with the focus on storytelling, sustainability and ethics whilst pushing the boundaries of creativity”. 

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