Billed as “the world’s most advanced retail store concept”, Future Store at 95 Oxford Street, London, has a new resident. Just like Selfridges‘ Corner Shop, the space is designed for a variety of very different tenants to make an impact in a high-traffic space. And in this case there’s plenty of tech to back up the experience for the businesses and brands that land there. So who’s the second tenant since the recent opening? It’s urban-luxe vegan trainer and apparel brand LØCI, which has opened the doors to its first physical store at the experiential immersive retail space. 

It’s in residence until the end of December at the key London address where the Scandinavian brand “merges Future Store’s cutting-edge technology with traditional bricks-and-mortar shopping”.

As part of the opening launch Brooklyn-based artist Laolu Senbanjo presented an immersive in-store experience that appeared on 400 sq m screens that feature in the store.

With a large celebrity following, including investment from Leonardo DiCaprio and singer Nicki Minaj, LØCI said it already has a loyal online following for its bio-leather and recycled ocean plastic trainers but will use the Future Stores launch “to connect with a wider UK audience and build physical brand awareness”.  

Its Oxford Street location, adjacent to the Elizabeth Line tube at Tottenham Court Road station, “provides access to 500,000 weekly potential customers”.

The £20 million Future Stores two-floor setting includes an immersive space spanning an entire Oxford Street block and 400 sq m of high-definition Micro LED displays.

Visitors are surrounded by immersive LØCI digital graphics, its current collections all of which can be ordered in-store and delivered directly to the customer’s door.  As well as a sneak peek of the retailer’s SS25 collections.

All this will be complemented with the “unique rich insight that the intelligent store can provide” such as number of customers walking past, the number of customers coming into the store, their store journey and dwell time.

As part of the in-store experience, Snapchat will also offer its augmented reality (AR) technology, enabling shoppers to virtually try on the brand’s footwear and hoodies via full-length AR mirrors, while visitors will also be able to play with other bespoke LØCI Lenses and some of Snapchat’s viral Lenses.

Phillipe Homsey, co-founder, LØCI, said: “Online retail is a powerful tool but nowadays modern shoppers want so much more. They want to see our products, virtually try them on, post their hottest looks online and immerse themselves in all that LØCI has to offer.” 

He added: “Partnering with Future Stores and collaborating with Snapchat allows us to offer a truly personalised, 360-degree experience so each of our customers has the individual brand interaction they want and deserve.”

He noted its first physical store “on the busiest shopping street in Europe… also fits perfectly with our brand’s ethos of ‘Keep It Moving’ – a call to challenge the status quo, inspire change and empower those driving positive impact.”

Kate Hardcastle, Director of Global Engagement, Future Stores, added: “Forward-thinking brands like LØCI understand that immersive ‘i-tail’ experiences are the future of customer engagement.  We are leading the charge in transforming the retail landscape by delivering standout brand activations that redefine how emerging brands connect with their audiences.  By doing so, we’re revitalising the high street, offering customers an experience as dynamic and captivating as their social media feeds.”