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Choose Love

Black Friday, Cyber Monday. A terrifying weekend of blinding discounted madness that brings to mind images of punches flying, TVs smashing and bags on bags, stuffed full to bursting.

This unnecessary materialism is one of the unattractive by-products of the festive season. But this year, it has been harnessed by the charity Help Refugees who, working alongside the creative collective Glimpse, opened a pop-up concept store on Black Friday.

Part concept store, part exhibition space, part charity shop, Choose Love sells products for refugees, encouraging shoppers to spend their money on the people who really need it.

The items include emergency blankets, school bags and children’s shoes, ranging from £4.99 to £499, the cost of buying the entire store. When a product is bought from Choose Love, that same product is distributed by Help Refugees to those in need across Europe and the Middle East.

At the heart of the store are the products along with descriptions of who might need them, and why. Shoppers can learn about the items through an understanding of the refugee’s journey, travelling through the areas of the exhibition from Arrival to Shelter and into The Future. Shoppers who are unable to visit the store can have a similar digital experience on the Choose Love website.

The iconic Choose Love slogan was designed by Katharine Hamnett, who is renowned for her politicised slogan t-shirts and ethical company policies. The concept and design of the store is by Glimpse, who were responsible for covering the walls of Clapham Common station with cats last year, a Kickstarter campaign created for the Citizens Advertising Takeover Service. Their mission is to use creativity for good and to drive positive social change.

In a season where our bank accounts are drained for family, friends and Secret Santa, Choose Love encourages you to “Shop your heart out, leave with nothing and feel the love.”

You can visit the pop-up at 18 Broadwick Street, London from 24th November until 31st January 2018 or shop online on the Choose Love website.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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