Life in the Retail Space October 2015 - Page 16

NEWS FROM THE HIGH STREET Anya Hindmarch takes over Selfridges car park In a bid to promote the brand’s AW15 runway collection Selfridges’ carpark has been transformed into The Anya Hindmarsh Service Station, featuring a Little Chef snack bar, carwash photo booth, bumper stickers, car fresheners and personalised hi vis jackets- all exclusive to Selfridges. Not only does this showcase once more the brand’s unique identity and flare but also an exceptional example of experiential retail marketing. NEWS launches a… wait for it… a pop up book store FROM THE HIGH STREET The London store has been designed to represent Parisian literary cafes, with an intimate and comfortable atmosphere where customers feel at ease and therefore are willing to take their time and enjoy the shopping experience. French songs are also played to reiterate the chic Paris theme. 16 LITRS OCTOBER 2015 OCTOBER 2015 LITRS 17