Schuh opened its latest store at one of London’s key malls, Westfield White City, on Friday in a space covering 2,800 sq m and including the retailer’s adults’ and kids’ footwear.

The company said the products are showcased in a gender-neutral format while the store also boasts “enhanced technology to improve purchasing experiences, including a to-the-floor conveyor installation, which brings product directly from the stockroom to the shop floor”. It’s actually the first Schuh store to introduce this feature.

To celebrate the opening, it has created “a series of in-store experiences to inspire connection, creativity and community”.

They include Schuh teaming up with London-based waste design studio Are You Mad “to deliver a one-of-a-kind upcycled lace charm pop-up”. Customers who bought a new pair of shoes on opening day could personalise them with handcrafted charms made from repurposed materials, courtesy of Are You Mad. 

Shoppers are also able to explore an immersive, multi-sensory installation in partnership with sportswear brand Asics with the activation guiding visitors through the space using ambient sounds, mood-boosting fragrances and warm lighting “to discover their must-have sneakers of the season. The experience also features an interactive breathwork guide to inspire mindfulness and relaxation”.

The opening brings Schuh’s London store numbers to six and its total store estate to 124 with this year having seen four new locations. It’s also invested in upgrading several of its stores in shopping centres such as Westfield Stratford and Bluewater.