British designer Anya Hindmarch, known for her quirky, lightweight and upbeat bag designs, set out to revive her customers' desire to visit traditional retail, as during the pandemic, many began to give preference to buying fashion items online.
In a post-pandemic era, traditional retail will have to change to reclaim shoppers and remind them that shopping is a real pleasure, she decided.
This summer, Anya Hindmarch is going to open five stores at once in London on Pont Street, where her very first store opened in 1996 is located.
The new retail concept is called “Village” and includes a Bespoke Shop, where the brand's best sellers can be purchased and customized; Plastic Shop (featuring the iconic bags of her namesake label I Am Not a Plastic Bag, made from recycled plastic bottles); Labelled Shop where you can buy labels with inscriptions for self-organization (there will also be workshops on the art of organizing); Anya Café with Coffee and Cakes and Shampoo & Therapy is a space for a variety of creative concepts and collaborations that will emerge throughout the year, such as the release of Hindmarch's book If In Doubt Wash Your Hair.
“This project is the realization of an old dream of creating a community,” says Anya Hidmarch on the pages of her own brand in social networks. “It's about retail becoming local and about creating experiences and new reasons for people from the digital world to visit stores. It is also a place where we can collaborate with people on topics that are of interest to us and that we want to explore. "
The Anya Village project will start on May 17th.