Innovation of the week: Løci opens first immersive retail concept on Oxford Street

Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry.

What is it?

Urban-lux vegan trainer and apparel brand Løci has opened its first ever, physical immersive retail concept on London’s iconic Oxford Street.

The store utilises digital graphics featuring its current collections, which customers can use in-store to order and purchase the items digitally and then delivered to their homes.

The store also uses technology to record visitor data such as number of customers walking past, the number of customers coming into the store, their store journey and dwell time.

As part of the in-store experience, Snapchat will offer its augmented reality (AR) technology, enabling shoppers to virtually try on Løci’s footwear and hoodies via full-length AR mirrors.

Why does it matter?

While it may still be seen as something out of science fiction, Løci’s store may well give a true glimpse into what the store of the future may well look like.

As director of Global Engagement, Future Stores Kate Hardcastle explained, the store is at the pinnacle of what she calls ‘i-tail’ - a combination of an immersive physical shopping experience with the ease and convenience of ecommerce.

“Forward-thinking brands like Løci understand that immersive ‘i-tail’ experiences are the future of customer engagement. We are leading the charge in transforming the retail landscape by delivering standout brand activations that redefine how emerging brands connect with their audiences. By doing so, we’re revitalising the high street, offering customers an experience as dynamic and captivating as their social media feeds.”

Strategic implications

With the cost-of-living crisis and relaxation of Covid restrictions over the last few years, footfall has recovered strongly and customers are once again returning to physical retail as a form of leisure activity.

However, the impact of eccomerce remains strong and it continues to be a hugely popular way for people to shop. This Løci store is one of the newest and most innovative examples of a retailer utilising a traditional store space in a new way - using a blend of existing and new technologies to offer customers the best of both physical and online shopping.

Phillipe Homsey, co-founder, LØCI said: “Online retail is a powerful tool but nowadays modern shoppers want so much more. They want to see our products, virtually try them on, post their hottest looks online and immerse themselves in all that LØCI has to offer.

“Partnering with Future Stores and collaborating with Snapchat allows us to offer a truly personalised, 360-degree experience so each of our customers has the individual brand interaction they want and deserve. It’s our first physical store and what better place to have it than on the busiest shopping street in Europe. It also fits perfectly with our brand’s ethos of ‘Keep It Moving’ – a call to challenge the status quo, inspire change and empower those driving positive impact.”