Coca-Cola opens first European fashion hub store in London

By

Nigel TAYLOR

Published
Apr 29, 2022

Billed as a ‘Real Magic’ retail experience, Coca-Cola has opened its first European flagship store in London where fashion and experiences will share the limelight.

The all-new “fashion hub” is located on Covent Garden’s busy Long Acre and is the first of its kind in Europe, offering a range of limited-edition fashion collections and exclusive designer collaborations, plus gift items alongside unique drinks creations.

And with experiences now playing a major part in drawing consumers back into stores since the end of the pandemic, Coca-Cola noted that “the high street isn’t just for shopping, it’s a place where memories are made and experiences shared”.

It follows the successful launch of similar retail stores in the US. The London store features exclusive clothing collections that include sportswear, workwear and a sustainable apparel and accessories collection made from recycled plastic.

As for those fashion collaborations, this includes UK and global designers such as Soho Grit, Alma de Ace, BAPE, Herschel, Staple, BE@RBRICK and more. Visitors can also o shop limited-edition drops.
 
In addition to a wide range of fashion accessories such as hats, bags, tech accessories and reusable drinkware, the store's assortment also includes limited edition collectibles and special collections, such as for Pride in June. 
 
Coca-Cola has partnered with RuPaul’s Drag Race UK star and LGBTQIA+ star Tayce to officially open the store to the public, joined by fellow young London creatives and content creators, including fashion designer and Vlogger Magnus Ronning @magnus, dancer and choreographer Nifé @itsjustnife, and musician and presenter poet, @poetscorner.
 
The launch is being supported by a targeted media campaign, including proximity OOH, geo-targeted social, and a takeover of the nearby Covent Garden Tube station exits.  
 
Michelle Moorehead, VP of Licensing and Retail at the Coca-Cola Company, said: “This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks.

"Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”