Shop design • 19.09.2016

Toms: When shopping becomes a good deed

Image gallery of London’s Toms store sustainability commitment

At the trendy TOMS store in London’s Carnaby Street, the core elements of customer-centric store design catch your eye – right along with the feel-good factor.

Located in the midst of London whilst featuring plenty of wood and simple yet cozy furnishings, TOMS is in stark contrast to most of the nearby major flagship brand stores that showcase a more futuristic design. That’s mainly because of the integrated Café and the many seating areas all throughout the store.

A table with chairs invites people to chat. Next to it, a display asks shoppers to come along on a “Virtual Giving Trip“: customers can watch various videos on a supersized touch-screen on the rear wall and get informed about the company’s projects.

Photo: Toms: When shopping becomes a good deed
Source: iXtenso/Mörs

The corporation’s sustainability concept is reflected everywhere throughout the two-story building. It is communicated via the store window lettering and signs inside the retail store but is also revealed by the use of natural materials. “One for One“ is the shop’s primary slogan. The model’s explanation: ”With every pair of shoes you purchase, Toms will give a new pair of shoes to a child in need.”

The company states it has already donated 60 million pairs of shoes to children in need thanks to this business model. What’s more, the materials are sustainable and vegan. In other words, you can shop in good conscience.

Photo
Source: iXtenso/Mörs

The actual products – shoes, bags, and sunglasses – are presented on shelves in an almost casual and low-key manner. Right next to the entrance is a white shelf with various shoes whose features are explained on the rear panel. Only a few select pairs of shoes are highlighted in small square display cases.

A brick wall adjacent to the window facing the street is next to the bar made of untreated, light wood boards, which offers cold and hot beverages as well as little snacks. There are also several barstools. The lighting – simple, large light bulbs- dangle at different heights on a rod above the stools and the bar.

Photo: Toms: When shopping becomes a good deed
Source: iXtenso/Mörs

Right by the staircase and on the upper level are simple wooden shelves that display the sunglasses. They are also part of a social project that is committed to saving or restoring the eyesight of children in need. And the mirror? Next to the simple pull-out mirror that’s mounted on a shelf, are two wooden hand mirrors, giving things an almost familial touch as if you were at home in your own bathroom.

The entire store features large photos above the shelves with smiling assistants and children living in developing countries. The images convey a positive and authentic vibe. Here and there are rugs and patterns from South America where specific projects are being implemented.

Photo: Toms: When shopping becomes a good deed
Source: iXtenso/Mörs

Along the entire surface area of the staircase is a type of hand-drawn map with keywords and slogans on the concepts and ideas behind TOMS. This has an individual and very direct effect.

Once you are upstairs, you are greeted by a distinctly British-inspired ambiance. On the left is an iconic red phone booth door, offering a view and access to the adjoining room. Another small screen is mounted here as well.

Photo: Toms: When shopping becomes a good deed
Source: iXtenso/Mörs

Next to a simple couch is a table made from Euro pallets painted in white and decorated with the British flag. Next to it are wine crates that serve as shelves and hold magazines for browsing. From here, you have a clear view of the small room.

The design of the store that communicates the company’s sustainability message with slogans and materials, reveals a coherent concept. Trends that enhance the retail shopping experience are cleverly used here – ranging from digital elements to a small food venue with a bar and various seating areas all the way to well-chosen eye-catchers, like the strategy map on the wall and the red phone booth on the upper level. The loving details and friendly staff complement the relaxed atmosphere. This creates a stress-free shopping experience.

Author: Natascha Mörs

related articles:

popular articles:

Thumbnail-Photo: Product stories via omnichannel
20.08.2020   #POS marketing #shop design

Product stories via omnichannel

Foot Locker celebrates youth and sneaker culture in Singapore with new store opening

Foot Locker, Inc. has opened its largest store in Singapore. Located in Orchard Gateway @Emerald, the five-story space with retail over three-levels delivers an engaging retail experience, combining premium product and elevated in-store ...

Thumbnail-Photo: Social hub for urban lifestyles and retail experience...
01.07.2020   #lighting concepts #design

Social hub for urban lifestyles and retail experience

A piazza for the modern era: Grand Gateway 66 in Shanghai

Elena Galli Giallini Ltd. (EGGL) unveiled the rejuvenated North building of the Grand Gateway 66 retail complex (GG66), located in Shanghai’s bustling commercial, cultural, and historic zone of Xijiahui. Comprised of two distinct buildings of ...

Thumbnail-Photo: A K11 Cinema under the wave of “Design + New Retail”...
17.07.2020   #shop design #shoppingcenter

A K11 Cinema under the wave of “Design + New Retail”

Hong Kong’s first brick-and-mortar MOOV pop-up store

"New retail" has been a hot term in recent years. It is a business concept and simultaneously, a new way of living. As the concept of "new retail" evolves, traditional recreational locations such as movie theaters are also ...

Thumbnail-Photo: Indoor-grown greens across Albertsons’ California stores...
18.08.2020   #in-store marketing #food retail

Indoor-grown greens across Albertsons’ California stores

Collaboration between Albertsons Companies and Plenty will eventually expand to more than 430 locations

Albertsons Companies (ABS), Inc. and vertical-farming company Plenty Unlimited Inc. announced an agreement that plans to provide shoppers in more than 430 stores across California with Plenty’s fresh and flavorful produce.Plenty’s ...

Thumbnail-Photo: The Rolling Stones open ‘world exclusive’ flagship store in London...
16.09.2020   #shop design #design

The Rolling Stones open ‘world exclusive’ flagship store in London

Iconic band imagery in store design

The rock ‘n’ roll legends that are the Rolling Stones opened their world-first flagship store, ‘RS No. 9 Carnaby’ on 9th September at 9 Carnaby Street in London’s Soho. The new store, created in partnership with ...

Thumbnail-Photo: Spotlight on ... shop decoration
02.10.2020  

Spotlight on ... shop decoration

Examples and tips to make stores more appealing in our focus topic

Im Versand wie im Verkauf - mit Verpackungen hat der Einzelhändler tagtäglich zu tun. Doch was macht eine gute Verpackung aus? Welche Vorschriften müssen Einzelhändler kennen? Und warum sollte eine Verpackung smart sein?Das und ...