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Out and about Movements with Morals Design4Retail has helped to create an ideal pop-up shop for the TOMS brand’s eyewear retail venture in Selfridges.


TOMS is a brand that focuses on creating excellently designed shoes and eyewear. The brand has a heart, and the One


for One movement launched by the team means that for every pair of shoes purchased, a second pair would be given to someone that needs them. With their brand new eyewear pop-up shop in Selfridges, the brand is extending the movement so that for every pair of sunglasses sold, corrective eye treatments are provided for those in need in under-developed


countries. When Design4Retail were asked to help with the project, they were delighted to team up with TOMS once again to make their latest retail venture a success. The launch has taken place this month in Selfridges, Oxford Street and Manchester Exchange Square, and Design4Retail have designed and developed pop-up shops for both locations that provide a unique brand experience for customers, by creating an exciting environment that combines the TOMS products with a storytelling element through interactive touches within the space.


The One for One mission


statement of the brand remains paramount to the design of the pop-up shops and


customers are encouraged to learn about the brands


ethos and the work that is done in under-developed countries before they are led towards product. Through clever displays,


Design4Retail has highlighted the different eye conditions that TOMS is able to assist with, the way that these conditions affect vision, and how treatment from TOMS makes a real difference. With focus on the


brands mission rather than the products, Design4Retail have helped TOMS to highlight the excellent work that they do, and to guide customers to product once they’ve learnt the full impact that their purchases could have. Design4Retail are huge advocates of the TOMS brand, and were delighted to be involved in this retail experience and help promote the brand through intelligent retail design. The pop-up-shops will remain in store throughout March and most of April.


Contact Design4Retail


T: +44 (0)1455 203 352 www.design4retail.co.uk


62 www.a1retailmagazine.com


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