When word first broke loose that Coca-Cola would be launching their first retail destination in Europe, it was safe to say we did not know what to expect. Would it be reminiscent of M&M world? Would it be a shop filled with a variety of their signature sparkling beverages to try? What sort of merch would the global brand have to offer?
Finding the store tucked just beside Covent Garden station, a quick glance was all it took to supersede every one of our pre-empted presumptions. Painted with an unmistakable red and white exterior, the store instantly welcomes you into a full circle experience — where the passion and forward-thinking ethos of the Coca-Cola brand percolates from every point.
With Staple Pigeon named as its main collaborator, it is no surprise you are first met by the expansive Staple Pigeon x Coca-Cola collection — comprised of preppy sweats and long sleeve tees, trendy bucket hats, co-ord set and more. Diving deeper into the merchandise on offer throughout the store, collaborations are also seen with the likes of Soho Grit, Alma de Ace, BAPE, Lee and many more.
Despite us fashion fanatics being instantly drawn to the clothing racks — it would be a disservice to assume the Coca-Cola pop up is just another merch shop. At hand with plenty of interesting facts, undeniable charm and an evident belief in their brand, the staff members take shoppers on a journey of Coca-Cola, stopping to personalise coke cans on the way. Reaching the store’s final destination, you are invited to take a seat at their cosy bar — from which you can enjoy specialised recipes from mango-infused mocktails to coke floats, all of which push the taste boundaries of Coca-Cola to brand new realms.
Speaking on the store’s opening, Michelle Moorehead, Vice President of Licensing and Retail, The Coca-Cola Company said: “We have opened the doors in London to our first new concept store in Europe. 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.”
Officially opening today, you can enjoy the energy and ambience of the store seven days a week. However, with the store being available in a limited edition capacity, we’d suggest heading down as quick as you can to discover the “Real Magic” of Coca-Cola…