A pop-up shop to raise money for Help Refugees opened in Soho on Black Friday to encourage a more philanthropic streak this festive season
Choose Love is the world’s first shop where you can buy real products for refugees. Perfectly timed to open on Black Friday, the store is a great way to encourage our philanthropic streaks on what is one of the busiest shopping days of the year.
From emergency blankets to school bags and medical equipment, you can shop to your heart’s content, leave with nothing, and feel great. All funds raised will go directly to Help Refugees to support their vital work across Europe and the Middle East.
The innovative store will be designed to create an uplifting retail experience with a range of items that represent the three phases of a refugee’s experience: Arrival, Camp and The Future. The items on sale are all distributed by Help Refugees on the front lines of the refugee crisis, and each one is accompanied by a short story about how and why it was chosen. Costs range from £4.99 to £499 and there’s even an option to ‘buy the store’
‘It’s easy to forget how lucky we are to have a bed, a blanket and a roof over our heads,’ said Josie Naughton, CEO of Help Refugees. ‘For thousands of refugees this winter, these basic human needs are completely out of reach. This shop is all about one simple idea: that we should all choose love this Christmas and help those in need.
It’s easy to forget how lucky we are to have a bed, a blanket and a roof over our heads. For thousands of refugees this winter, these basic human needs are completely out of reach
The pop-up store has been created by creative collective Glimpse, whose mission is to use creativity for good. They were behind the last year’s campaign that saw all the adverts in Clapham Common tube station replaced with pictures of cats.
‘We want charity giving to become as much part of the festive shopping experience as secret Santa and stocking fillers,’ says James Turner from Glimpse. ‘This Christmas we’re hoping people will come together, Choose Love and buy gifts for refugees who truly need them.’
The store opens on 24 November and runs until 31 January 2018 at 18 Broadwick Street, Soho W1F 8HS. See choose.love