of the United Kingdom’s capitol city.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Shoppers today seek more than the simple act of buying. While making a purchase may trigger the release of endorphins and dopamine, immersive and creative storytelling is what drives true engagement and authentic connection. That is why more brands, from retail behemoths like Walmart to boutique eyewear brands in the UK, are embracing worldbuilding.
In an essay for LORE, Future Commerce’s Phillip Jackson reflected on his experience living in London one summer, and how Taylor Morris taps into local symbols, destinations, and cultural elements to connect with shoppers. The eyewear brand names its designs after London roads, streets, and neighborhoods, a subtle nod and wink to its core audience and a rich storytelling canvas for others.
Anya Hindmarch is another UK brand that is embracing worldbuilding by transforming its stores into exceptional experiential venues. These spaces don’t just excite and inspire purchases; they foster community and emotional connection.
Since its founding in 1987, the brand has established itself globally with numerous stores. As the first accessories designer to have a fashion show at London Fashion Week, the eponymous designer is known for showcasing her creative ideas at the shows. However, the brand’s London stores are what make it stand out in a crowded market.
Located in London’s premier shopping district of Chelsea, The Village is a collection of six stores designed to showcase a dynamic set of unique concepts that go beyond the products themselves.
The brand completely refurbishes the Village Hall space based on a new creative theme and focus, no less than six times yearly. Concepts have ranged from a 1970s aeroplane to a Christmas grotto, a Snoopy classroom, and an ice-cream parlour.
Art, Culture, and Commerce
The Village reimagines retail by integrating art, culture, and commerce to create a multidimensional shopping experience. This innovative approach turns retail spaces into community hubs celebrating craftsmanship and creativity.
By embedding local artists and cultural elements into the design, The Village offers a curated environment where every product tells a story. Intentional design and strategic product curation ensure that each visit is an exploration filled with discovery and engagement.
Take, for example, the latest Village Hall concept. Dive Shop: The Champion of the Seabed, opened last month and runs until June 1, marking the start of a season filled with underwater-themed escapism.
Inspired by small-town coastal dive shops from Florida to Folkestone, Anya’s Dive Shop is designed to cater to anyone who would rather be at sea—from paddlers to Professional Association of Diving Instructors (PADI) pros and master divers. Customers will find everything they need for their next dive, swim or rock pooling trip, plus a few surprises, too, where the concept and every piece is guaranteed to raise a smile.
The Joys of Shopping
In promotional material for the store, Anya Hindmarch states:
"Anya’s Dive Shop welcomes everyone from the snorkelling novice to the free-diving fanatic. Full to the brim with equipment, inflatables and, of course, the perfect raffia holiday accessories, it makes a visit the perfect place to prep for your trip to the sea."
The accompanying collection takes inspiration from the treasures of the deep, with bejewelled jellyfish evening bags, raffia octopus cross-bodies, blowfish charms, raffia sea urchins, light-reflecting fish coin purses, and more.
It is playful, highly crafted, and recommended to stay on dry land. For trips to the shore, visitors can shop Anya’s ultimate beach bag edit with raffia and jute options that are complete with signature organisational pockets.
Inside, they’ll find an array of aquatic-themed branded accessories, including Dive Shop goggles, witty bumper stickers and T-shirts, kids’ inflatables and snorkels, rubber rings, and more. Every purchase is packed and taken home in a reusable beach bag made from recycled ocean plastic, which brings the immersively themed shopping experience full circle.
Partner Brand Showcase
The dynamic Village Hall concepts are not just a way for Anya Hindmarch to stretch creative storytelling muscles. They’re a vehicle to showcase brands that align with core themes and stories being told throughout the calendar year. This spring, visitors should look out for serious diving gear from 29/71, playful beach essentials from Miami-based brand Vacation, and kids’ holiday kit from Petites Pommes—including some exclusive co-created styles.
Blending art and community engagement that fosters brand loyalty, The Village positions itself as a leader in the evolving retail landscape through sustainable practices and high-quality offerings. This approach gives the brand a significant, purpose-led competitive advantage.
Hindmarch herself spoke to Future Commerce about the strategic thinking behind The Village concept. “The Village is our little neighbourhood of six stores and the original home of the brand,” she said. “It is where we can pour all our creative energy, partner with like-minded brands and spotlight those whose work we admire.”
Forging Genuine Connections
Hindmarch makes clear that the brand objective is simple: balancing unity with diversity. Each concept store within The Village holds a distinctive identity, reflected through curated displays, color palettes, and bespoke fixtures.
At the same time, an overarching design dialect, made up of coherent signage, natural lighting, and recurring textures, unifies The Village, creating a sense of belonging for visitors as they move between spaces. This balance helps maintain the experience dynamic without sacrificing harmony or intuitive navigation. Alongside The Village Hall, the Village’s other five stores include Bespoke, where customers can personalise their Anya Hindmarch purchases.
“It is the most special place where you can create pieces with handwriting, embossing and personal photographs to mark moments in time,” according to Hindmarch.
With a commitment to craftsmanship and personalization, the “Build a Bag” and “Pimp Your Phone” collections allow customers to design their own bag or phone case from thousands of possible combinations. Meanwhile, the Anya Hindmarch Smells fragrance collection recreates everyday scents using high-quality ingredients.
The Collection Store is home to the brand’s mainline collections, while The Labelled Store is dedicated to the art of organisation. Anya Life houses its growing lifestyle collections, and the all-day Anya Café offers customers a lifestyle experience where they can recuperate after a hard day’s shopping.
Creating Retail Hospitality
Anya and her team continually ideate and consider new storytelling elements to include in stores. “Concepts can come from anywhere; collection ideas, exhibitions, galleries, shows…,” she explained.
“We have so many ideas in the pipeline, and the real fun is developing these and now increasingly sharing globally with our wholesale partners.”
Anya is also reassuringly clear on why The Village enables the brand to use its physical spaces to adapt to changing tastes and cultural habits. “For me, retail has to be about hospitality,” she said.
As a designer, Hindmarch clearly seeks to go deeper in-store than any traditional retail engagement—she craves a connection beyond just a transaction. As the brand owner, she also hints at a designer-led approach to store experience, rather than the traditional merchant-led one, by adding: “Creativity will always lead our strategy.”
Catering to Cultural Mores
The Village underlines how consumers today seek meaningful moments, creative inspiration, and authentic stories—even from the brands they buy from. This shift is driving retailers to reimagine physical spaces as experiential venues, where every visit feels like a discovery.
When shoppers walk into a space infused with such purpose, it elevates the entire experience. Sharing the origins and creative processes behind products bridges the gap between creator and consumer. This engagement builds loyalty and trust, making each visit feel personal and impactful.
A key priority for The Village is establishing a retail model that champions lasting quality over fleeting trends. Choosing fewer, more thoughtful products allows the brand to put the spotlight on its unique stories and enduring value. This approach promotes sustainable consumption, inviting visitors to appreciate artistry, not just price tags. By emphasizing durability and ethical sourcing, The Village hopes to inspire a more mindful approach to shopping.
Every square foot of The Village invites exploration. The layout features winding paths and open spaces rather than traditional rows or uniform retail aisles. This spatial flow encourages visitors to wander, sparking curiosity and surprise at every turn. Layering environments with comfortable seating and tactile materials shifts the space from a simple store to a living gallery, where every visit offers something new.
Fostering Shared Experiences
Incorporating cultural programming into physical spaces has a clear effect: it increases the number of visitors and keeps them engaged much longer. Experiences like live pottery, panel talks with local artists, and seasonal pop-ups encourage repeat visits and the sharing of memorable moments online.
Social media in particular plays a critical role in digitizing The Village experience and truly bringing to life online. Visually rich content and authentic stories invite audiences to participate, not just observe.
Interactive posts and livestreams spotlight evolving collaborations and in-store happenings, encouraging real-time dialogue with the community. This digital connectivity fosters both global reach and local intimacy.
Visitors to the physical space are nudged to create and share their content, from capturing immersive installations to engaging in pop-up workshops. These shareable moments spark word-of-mouth and authentic storytelling, amplifying the Village ethos far beyond its own walls.
In the long term, The Village aims to expand globally, adapting its concept to different cultural contexts while maintaining its core values. This approach not only enhances customer experience but also sets a new standard for how physical retail can thrive alongside digital platforms and communities.
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Shoppers today seek more than the simple act of buying. While making a purchase may trigger the release of endorphins and dopamine, immersive and creative storytelling is what drives true engagement and authentic connection. That is why more brands, from retail behemoths like Walmart to boutique eyewear brands in the UK, are embracing worldbuilding.
In an essay for LORE, Future Commerce’s Phillip Jackson reflected on his experience living in London one summer, and how Taylor Morris taps into local symbols, destinations, and cultural elements to connect with shoppers. The eyewear brand names its designs after London roads, streets, and neighborhoods, a subtle nod and wink to its core audience and a rich storytelling canvas for others.
Anya Hindmarch is another UK brand that is embracing worldbuilding by transforming its stores into exceptional experiential venues. These spaces don’t just excite and inspire purchases; they foster community and emotional connection.
Since its founding in 1987, the brand has established itself globally with numerous stores. As the first accessories designer to have a fashion show at London Fashion Week, the eponymous designer is known for showcasing her creative ideas at the shows. However, the brand’s London stores are what make it stand out in a crowded market.
Located in London’s premier shopping district of Chelsea, The Village is a collection of six stores designed to showcase a dynamic set of unique concepts that go beyond the products themselves.
The brand completely refurbishes the Village Hall space based on a new creative theme and focus, no less than six times yearly. Concepts have ranged from a 1970s aeroplane to a Christmas grotto, a Snoopy classroom, and an ice-cream parlour.
Art, Culture, and Commerce
The Village reimagines retail by integrating art, culture, and commerce to create a multidimensional shopping experience. This innovative approach turns retail spaces into community hubs celebrating craftsmanship and creativity.
By embedding local artists and cultural elements into the design, The Village offers a curated environment where every product tells a story. Intentional design and strategic product curation ensure that each visit is an exploration filled with discovery and engagement.
Take, for example, the latest Village Hall concept. Dive Shop: The Champion of the Seabed, opened last month and runs until June 1, marking the start of a season filled with underwater-themed escapism.
Inspired by small-town coastal dive shops from Florida to Folkestone, Anya’s Dive Shop is designed to cater to anyone who would rather be at sea—from paddlers to Professional Association of Diving Instructors (PADI) pros and master divers. Customers will find everything they need for their next dive, swim or rock pooling trip, plus a few surprises, too, where the concept and every piece is guaranteed to raise a smile.
The Joys of Shopping
In promotional material for the store, Anya Hindmarch states:
"Anya’s Dive Shop welcomes everyone from the snorkelling novice to the free-diving fanatic. Full to the brim with equipment, inflatables and, of course, the perfect raffia holiday accessories, it makes a visit the perfect place to prep for your trip to the sea."
The accompanying collection takes inspiration from the treasures of the deep, with bejewelled jellyfish evening bags, raffia octopus cross-bodies, blowfish charms, raffia sea urchins, light-reflecting fish coin purses, and more.
It is playful, highly crafted, and recommended to stay on dry land. For trips to the shore, visitors can shop Anya’s ultimate beach bag edit with raffia and jute options that are complete with signature organisational pockets.
Inside, they’ll find an array of aquatic-themed branded accessories, including Dive Shop goggles, witty bumper stickers and T-shirts, kids’ inflatables and snorkels, rubber rings, and more. Every purchase is packed and taken home in a reusable beach bag made from recycled ocean plastic, which brings the immersively themed shopping experience full circle.
Partner Brand Showcase
The dynamic Village Hall concepts are not just a way for Anya Hindmarch to stretch creative storytelling muscles. They’re a vehicle to showcase brands that align with core themes and stories being told throughout the calendar year. This spring, visitors should look out for serious diving gear from 29/71, playful beach essentials from Miami-based brand Vacation, and kids’ holiday kit from Petites Pommes—including some exclusive co-created styles.
Blending art and community engagement that fosters brand loyalty, The Village positions itself as a leader in the evolving retail landscape through sustainable practices and high-quality offerings. This approach gives the brand a significant, purpose-led competitive advantage.
Hindmarch herself spoke to Future Commerce about the strategic thinking behind The Village concept. “The Village is our little neighbourhood of six stores and the original home of the brand,” she said. “It is where we can pour all our creative energy, partner with like-minded brands and spotlight those whose work we admire.”
Forging Genuine Connections
Hindmarch makes clear that the brand objective is simple: balancing unity with diversity. Each concept store within The Village holds a distinctive identity, reflected through curated displays, color palettes, and bespoke fixtures.
At the same time, an overarching design dialect, made up of coherent signage, natural lighting, and recurring textures, unifies The Village, creating a sense of belonging for visitors as they move between spaces. This balance helps maintain the experience dynamic without sacrificing harmony or intuitive navigation. Alongside The Village Hall, the Village’s other five stores include Bespoke, where customers can personalise their Anya Hindmarch purchases.
“It is the most special place where you can create pieces with handwriting, embossing and personal photographs to mark moments in time,” according to Hindmarch.
With a commitment to craftsmanship and personalization, the “Build a Bag” and “Pimp Your Phone” collections allow customers to design their own bag or phone case from thousands of possible combinations. Meanwhile, the Anya Hindmarch Smells fragrance collection recreates everyday scents using high-quality ingredients.
The Collection Store is home to the brand’s mainline collections, while The Labelled Store is dedicated to the art of organisation. Anya Life houses its growing lifestyle collections, and the all-day Anya Café offers customers a lifestyle experience where they can recuperate after a hard day’s shopping.
Creating Retail Hospitality
Anya and her team continually ideate and consider new storytelling elements to include in stores. “Concepts can come from anywhere; collection ideas, exhibitions, galleries, shows…,” she explained.
“We have so many ideas in the pipeline, and the real fun is developing these and now increasingly sharing globally with our wholesale partners.”
Anya is also reassuringly clear on why The Village enables the brand to use its physical spaces to adapt to changing tastes and cultural habits. “For me, retail has to be about hospitality,” she said.
As a designer, Hindmarch clearly seeks to go deeper in-store than any traditional retail engagement—she craves a connection beyond just a transaction. As the brand owner, she also hints at a designer-led approach to store experience, rather than the traditional merchant-led one, by adding: “Creativity will always lead our strategy.”
Catering to Cultural Mores
The Village underlines how consumers today seek meaningful moments, creative inspiration, and authentic stories—even from the brands they buy from. This shift is driving retailers to reimagine physical spaces as experiential venues, where every visit feels like a discovery.
When shoppers walk into a space infused with such purpose, it elevates the entire experience. Sharing the origins and creative processes behind products bridges the gap between creator and consumer. This engagement builds loyalty and trust, making each visit feel personal and impactful.
A key priority for The Village is establishing a retail model that champions lasting quality over fleeting trends. Choosing fewer, more thoughtful products allows the brand to put the spotlight on its unique stories and enduring value. This approach promotes sustainable consumption, inviting visitors to appreciate artistry, not just price tags. By emphasizing durability and ethical sourcing, The Village hopes to inspire a more mindful approach to shopping.
Every square foot of The Village invites exploration. The layout features winding paths and open spaces rather than traditional rows or uniform retail aisles. This spatial flow encourages visitors to wander, sparking curiosity and surprise at every turn. Layering environments with comfortable seating and tactile materials shifts the space from a simple store to a living gallery, where every visit offers something new.
Fostering Shared Experiences
Incorporating cultural programming into physical spaces has a clear effect: it increases the number of visitors and keeps them engaged much longer. Experiences like live pottery, panel talks with local artists, and seasonal pop-ups encourage repeat visits and the sharing of memorable moments online.
Social media in particular plays a critical role in digitizing The Village experience and truly bringing to life online. Visually rich content and authentic stories invite audiences to participate, not just observe.
Interactive posts and livestreams spotlight evolving collaborations and in-store happenings, encouraging real-time dialogue with the community. This digital connectivity fosters both global reach and local intimacy.
Visitors to the physical space are nudged to create and share their content, from capturing immersive installations to engaging in pop-up workshops. These shareable moments spark word-of-mouth and authentic storytelling, amplifying the Village ethos far beyond its own walls.
In the long term, The Village aims to expand globally, adapting its concept to different cultural contexts while maintaining its core values. This approach not only enhances customer experience but also sets a new standard for how physical retail can thrive alongside digital platforms and communities.
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Shoppers today seek more than the simple act of buying. While making a purchase may trigger the release of endorphins and dopamine, immersive and creative storytelling is what drives true engagement and authentic connection. That is why more brands, from retail behemoths like Walmart to boutique eyewear brands in the UK, are embracing worldbuilding.
In an essay for LORE, Future Commerce’s Phillip Jackson reflected on his experience living in London one summer, and how Taylor Morris taps into local symbols, destinations, and cultural elements to connect with shoppers. The eyewear brand names its designs after London roads, streets, and neighborhoods, a subtle nod and wink to its core audience and a rich storytelling canvas for others.
Anya Hindmarch is another UK brand that is embracing worldbuilding by transforming its stores into exceptional experiential venues. These spaces don’t just excite and inspire purchases; they foster community and emotional connection.
Since its founding in 1987, the brand has established itself globally with numerous stores. As the first accessories designer to have a fashion show at London Fashion Week, the eponymous designer is known for showcasing her creative ideas at the shows. However, the brand’s London stores are what make it stand out in a crowded market.
Located in London’s premier shopping district of Chelsea, The Village is a collection of six stores designed to showcase a dynamic set of unique concepts that go beyond the products themselves.
The brand completely refurbishes the Village Hall space based on a new creative theme and focus, no less than six times yearly. Concepts have ranged from a 1970s aeroplane to a Christmas grotto, a Snoopy classroom, and an ice-cream parlour.
Art, Culture, and Commerce
The Village reimagines retail by integrating art, culture, and commerce to create a multidimensional shopping experience. This innovative approach turns retail spaces into community hubs celebrating craftsmanship and creativity.
By embedding local artists and cultural elements into the design, The Village offers a curated environment where every product tells a story. Intentional design and strategic product curation ensure that each visit is an exploration filled with discovery and engagement.
Take, for example, the latest Village Hall concept. Dive Shop: The Champion of the Seabed, opened last month and runs until June 1, marking the start of a season filled with underwater-themed escapism.
Inspired by small-town coastal dive shops from Florida to Folkestone, Anya’s Dive Shop is designed to cater to anyone who would rather be at sea—from paddlers to Professional Association of Diving Instructors (PADI) pros and master divers. Customers will find everything they need for their next dive, swim or rock pooling trip, plus a few surprises, too, where the concept and every piece is guaranteed to raise a smile.
The Joys of Shopping
In promotional material for the store, Anya Hindmarch states:
"Anya’s Dive Shop welcomes everyone from the snorkelling novice to the free-diving fanatic. Full to the brim with equipment, inflatables and, of course, the perfect raffia holiday accessories, it makes a visit the perfect place to prep for your trip to the sea."
The accompanying collection takes inspiration from the treasures of the deep, with bejewelled jellyfish evening bags, raffia octopus cross-bodies, blowfish charms, raffia sea urchins, light-reflecting fish coin purses, and more.
It is playful, highly crafted, and recommended to stay on dry land. For trips to the shore, visitors can shop Anya’s ultimate beach bag edit with raffia and jute options that are complete with signature organisational pockets.
Inside, they’ll find an array of aquatic-themed branded accessories, including Dive Shop goggles, witty bumper stickers and T-shirts, kids’ inflatables and snorkels, rubber rings, and more. Every purchase is packed and taken home in a reusable beach bag made from recycled ocean plastic, which brings the immersively themed shopping experience full circle.
Partner Brand Showcase
The dynamic Village Hall concepts are not just a way for Anya Hindmarch to stretch creative storytelling muscles. They’re a vehicle to showcase brands that align with core themes and stories being told throughout the calendar year. This spring, visitors should look out for serious diving gear from 29/71, playful beach essentials from Miami-based brand Vacation, and kids’ holiday kit from Petites Pommes—including some exclusive co-created styles.
Blending art and community engagement that fosters brand loyalty, The Village positions itself as a leader in the evolving retail landscape through sustainable practices and high-quality offerings. This approach gives the brand a significant, purpose-led competitive advantage.
Hindmarch herself spoke to Future Commerce about the strategic thinking behind The Village concept. “The Village is our little neighbourhood of six stores and the original home of the brand,” she said. “It is where we can pour all our creative energy, partner with like-minded brands and spotlight those whose work we admire.”
Forging Genuine Connections
Hindmarch makes clear that the brand objective is simple: balancing unity with diversity. Each concept store within The Village holds a distinctive identity, reflected through curated displays, color palettes, and bespoke fixtures.
At the same time, an overarching design dialect, made up of coherent signage, natural lighting, and recurring textures, unifies The Village, creating a sense of belonging for visitors as they move between spaces. This balance helps maintain the experience dynamic without sacrificing harmony or intuitive navigation. Alongside The Village Hall, the Village’s other five stores include Bespoke, where customers can personalise their Anya Hindmarch purchases.
“It is the most special place where you can create pieces with handwriting, embossing and personal photographs to mark moments in time,” according to Hindmarch.
With a commitment to craftsmanship and personalization, the “Build a Bag” and “Pimp Your Phone” collections allow customers to design their own bag or phone case from thousands of possible combinations. Meanwhile, the Anya Hindmarch Smells fragrance collection recreates everyday scents using high-quality ingredients.
The Collection Store is home to the brand’s mainline collections, while The Labelled Store is dedicated to the art of organisation. Anya Life houses its growing lifestyle collections, and the all-day Anya Café offers customers a lifestyle experience where they can recuperate after a hard day’s shopping.
Creating Retail Hospitality
Anya and her team continually ideate and consider new storytelling elements to include in stores. “Concepts can come from anywhere; collection ideas, exhibitions, galleries, shows…,” she explained.
“We have so many ideas in the pipeline, and the real fun is developing these and now increasingly sharing globally with our wholesale partners.”
Anya is also reassuringly clear on why The Village enables the brand to use its physical spaces to adapt to changing tastes and cultural habits. “For me, retail has to be about hospitality,” she said.
As a designer, Hindmarch clearly seeks to go deeper in-store than any traditional retail engagement—she craves a connection beyond just a transaction. As the brand owner, she also hints at a designer-led approach to store experience, rather than the traditional merchant-led one, by adding: “Creativity will always lead our strategy.”
Catering to Cultural Mores
The Village underlines how consumers today seek meaningful moments, creative inspiration, and authentic stories—even from the brands they buy from. This shift is driving retailers to reimagine physical spaces as experiential venues, where every visit feels like a discovery.
When shoppers walk into a space infused with such purpose, it elevates the entire experience. Sharing the origins and creative processes behind products bridges the gap between creator and consumer. This engagement builds loyalty and trust, making each visit feel personal and impactful.
A key priority for The Village is establishing a retail model that champions lasting quality over fleeting trends. Choosing fewer, more thoughtful products allows the brand to put the spotlight on its unique stories and enduring value. This approach promotes sustainable consumption, inviting visitors to appreciate artistry, not just price tags. By emphasizing durability and ethical sourcing, The Village hopes to inspire a more mindful approach to shopping.
Every square foot of The Village invites exploration. The layout features winding paths and open spaces rather than traditional rows or uniform retail aisles. This spatial flow encourages visitors to wander, sparking curiosity and surprise at every turn. Layering environments with comfortable seating and tactile materials shifts the space from a simple store to a living gallery, where every visit offers something new.
Fostering Shared Experiences
Incorporating cultural programming into physical spaces has a clear effect: it increases the number of visitors and keeps them engaged much longer. Experiences like live pottery, panel talks with local artists, and seasonal pop-ups encourage repeat visits and the sharing of memorable moments online.
Social media in particular plays a critical role in digitizing The Village experience and truly bringing to life online. Visually rich content and authentic stories invite audiences to participate, not just observe.
Interactive posts and livestreams spotlight evolving collaborations and in-store happenings, encouraging real-time dialogue with the community. This digital connectivity fosters both global reach and local intimacy.
Visitors to the physical space are nudged to create and share their content, from capturing immersive installations to engaging in pop-up workshops. These shareable moments spark word-of-mouth and authentic storytelling, amplifying the Village ethos far beyond its own walls.
In the long term, The Village aims to expand globally, adapting its concept to different cultural contexts while maintaining its core values. This approach not only enhances customer experience but also sets a new standard for how physical retail can thrive alongside digital platforms and communities.
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Shoppers today seek more than the simple act of buying. While making a purchase may trigger the release of endorphins and dopamine, immersive and creative storytelling is what drives true engagement and authentic connection. That is why more brands, from retail behemoths like Walmart to boutique eyewear brands in the UK, are embracing worldbuilding.
In an essay for LORE, Future Commerce’s Phillip Jackson reflected on his experience living in London one summer, and how Taylor Morris taps into local symbols, destinations, and cultural elements to connect with shoppers. The eyewear brand names its designs after London roads, streets, and neighborhoods, a subtle nod and wink to its core audience and a rich storytelling canvas for others.
Anya Hindmarch is another UK brand that is embracing worldbuilding by transforming its stores into exceptional experiential venues. These spaces don’t just excite and inspire purchases; they foster community and emotional connection.
Since its founding in 1987, the brand has established itself globally with numerous stores. As the first accessories designer to have a fashion show at London Fashion Week, the eponymous designer is known for showcasing her creative ideas at the shows. However, the brand’s London stores are what make it stand out in a crowded market.
Located in London’s premier shopping district of Chelsea, The Village is a collection of six stores designed to showcase a dynamic set of unique concepts that go beyond the products themselves.
The brand completely refurbishes the Village Hall space based on a new creative theme and focus, no less than six times yearly. Concepts have ranged from a 1970s aeroplane to a Christmas grotto, a Snoopy classroom, and an ice-cream parlour.
Art, Culture, and Commerce
The Village reimagines retail by integrating art, culture, and commerce to create a multidimensional shopping experience. This innovative approach turns retail spaces into community hubs celebrating craftsmanship and creativity.
By embedding local artists and cultural elements into the design, The Village offers a curated environment where every product tells a story. Intentional design and strategic product curation ensure that each visit is an exploration filled with discovery and engagement.
Take, for example, the latest Village Hall concept. Dive Shop: The Champion of the Seabed, opened last month and runs until June 1, marking the start of a season filled with underwater-themed escapism.
Inspired by small-town coastal dive shops from Florida to Folkestone, Anya’s Dive Shop is designed to cater to anyone who would rather be at sea—from paddlers to Professional Association of Diving Instructors (PADI) pros and master divers. Customers will find everything they need for their next dive, swim or rock pooling trip, plus a few surprises, too, where the concept and every piece is guaranteed to raise a smile.
The Joys of Shopping
In promotional material for the store, Anya Hindmarch states:
"Anya’s Dive Shop welcomes everyone from the snorkelling novice to the free-diving fanatic. Full to the brim with equipment, inflatables and, of course, the perfect raffia holiday accessories, it makes a visit the perfect place to prep for your trip to the sea."
The accompanying collection takes inspiration from the treasures of the deep, with bejewelled jellyfish evening bags, raffia octopus cross-bodies, blowfish charms, raffia sea urchins, light-reflecting fish coin purses, and more.
It is playful, highly crafted, and recommended to stay on dry land. For trips to the shore, visitors can shop Anya’s ultimate beach bag edit with raffia and jute options that are complete with signature organisational pockets.
Inside, they’ll find an array of aquatic-themed branded accessories, including Dive Shop goggles, witty bumper stickers and T-shirts, kids’ inflatables and snorkels, rubber rings, and more. Every purchase is packed and taken home in a reusable beach bag made from recycled ocean plastic, which brings the immersively themed shopping experience full circle.
Partner Brand Showcase
The dynamic Village Hall concepts are not just a way for Anya Hindmarch to stretch creative storytelling muscles. They’re a vehicle to showcase brands that align with core themes and stories being told throughout the calendar year. This spring, visitors should look out for serious diving gear from 29/71, playful beach essentials from Miami-based brand Vacation, and kids’ holiday kit from Petites Pommes—including some exclusive co-created styles.
Blending art and community engagement that fosters brand loyalty, The Village positions itself as a leader in the evolving retail landscape through sustainable practices and high-quality offerings. This approach gives the brand a significant, purpose-led competitive advantage.
Hindmarch herself spoke to Future Commerce about the strategic thinking behind The Village concept. “The Village is our little neighbourhood of six stores and the original home of the brand,” she said. “It is where we can pour all our creative energy, partner with like-minded brands and spotlight those whose work we admire.”
Forging Genuine Connections
Hindmarch makes clear that the brand objective is simple: balancing unity with diversity. Each concept store within The Village holds a distinctive identity, reflected through curated displays, color palettes, and bespoke fixtures.
At the same time, an overarching design dialect, made up of coherent signage, natural lighting, and recurring textures, unifies The Village, creating a sense of belonging for visitors as they move between spaces. This balance helps maintain the experience dynamic without sacrificing harmony or intuitive navigation. Alongside The Village Hall, the Village’s other five stores include Bespoke, where customers can personalise their Anya Hindmarch purchases.
“It is the most special place where you can create pieces with handwriting, embossing and personal photographs to mark moments in time,” according to Hindmarch.
With a commitment to craftsmanship and personalization, the “Build a Bag” and “Pimp Your Phone” collections allow customers to design their own bag or phone case from thousands of possible combinations. Meanwhile, the Anya Hindmarch Smells fragrance collection recreates everyday scents using high-quality ingredients.
The Collection Store is home to the brand’s mainline collections, while The Labelled Store is dedicated to the art of organisation. Anya Life houses its growing lifestyle collections, and the all-day Anya Café offers customers a lifestyle experience where they can recuperate after a hard day’s shopping.
Creating Retail Hospitality
Anya and her team continually ideate and consider new storytelling elements to include in stores. “Concepts can come from anywhere; collection ideas, exhibitions, galleries, shows…,” she explained.
“We have so many ideas in the pipeline, and the real fun is developing these and now increasingly sharing globally with our wholesale partners.”
Anya is also reassuringly clear on why The Village enables the brand to use its physical spaces to adapt to changing tastes and cultural habits. “For me, retail has to be about hospitality,” she said.
As a designer, Hindmarch clearly seeks to go deeper in-store than any traditional retail engagement—she craves a connection beyond just a transaction. As the brand owner, she also hints at a designer-led approach to store experience, rather than the traditional merchant-led one, by adding: “Creativity will always lead our strategy.”
Catering to Cultural Mores
The Village underlines how consumers today seek meaningful moments, creative inspiration, and authentic stories—even from the brands they buy from. This shift is driving retailers to reimagine physical spaces as experiential venues, where every visit feels like a discovery.
When shoppers walk into a space infused with such purpose, it elevates the entire experience. Sharing the origins and creative processes behind products bridges the gap between creator and consumer. This engagement builds loyalty and trust, making each visit feel personal and impactful.
A key priority for The Village is establishing a retail model that champions lasting quality over fleeting trends. Choosing fewer, more thoughtful products allows the brand to put the spotlight on its unique stories and enduring value. This approach promotes sustainable consumption, inviting visitors to appreciate artistry, not just price tags. By emphasizing durability and ethical sourcing, The Village hopes to inspire a more mindful approach to shopping.
Every square foot of The Village invites exploration. The layout features winding paths and open spaces rather than traditional rows or uniform retail aisles. This spatial flow encourages visitors to wander, sparking curiosity and surprise at every turn. Layering environments with comfortable seating and tactile materials shifts the space from a simple store to a living gallery, where every visit offers something new.
Fostering Shared Experiences
Incorporating cultural programming into physical spaces has a clear effect: it increases the number of visitors and keeps them engaged much longer. Experiences like live pottery, panel talks with local artists, and seasonal pop-ups encourage repeat visits and the sharing of memorable moments online.
Social media in particular plays a critical role in digitizing The Village experience and truly bringing to life online. Visually rich content and authentic stories invite audiences to participate, not just observe.
Interactive posts and livestreams spotlight evolving collaborations and in-store happenings, encouraging real-time dialogue with the community. This digital connectivity fosters both global reach and local intimacy.
Visitors to the physical space are nudged to create and share their content, from capturing immersive installations to engaging in pop-up workshops. These shareable moments spark word-of-mouth and authentic storytelling, amplifying the Village ethos far beyond its own walls.
In the long term, The Village aims to expand globally, adapting its concept to different cultural contexts while maintaining its core values. This approach not only enhances customer experience but also sets a new standard for how physical retail can thrive alongside digital platforms and communities.
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
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