Shoe retailer Article’s Brixton outlet uses its unique location and artful store design to encourage shoppers to linger in-store.
Fashion moves around in London and at present one of the hotspots for new ideas is Brixton. On Atlantic Road, Brixton’s heart, a new store has just opened that aims to provide for the burgeoning crowd of trend followers.
Located underneath a railway arch, Article ticks all of the modish boxes with white neon tubes arranged in a pattern overhead, a curved ceiling formed of corrugated metal, and plain wood perimeter and mid-shop fixtures.
It is the ‘shoe room’, a space to the side of the main shop, that really takes the prize, in spite of its invisibility from the shop’s exterior. The principal feature of this area is an artfully lit wooden sculpture at the far end that takes the eye through the whole of the space and provides a reason, good-looking shoes notwithstanding, for lingering in the room.
Article has a sister branch in east London but the opening of this branch keeps the retailer in touch with London’s shifting fashion zeitgeist.
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