“Aubin & Wills was always about more than fashion”, says creative director Sarah Holme. Putting this idea into practice, the brand has just opened a new multifunctional space that goes beyond retail by featuring a bar, gallery and cinema. The new Aubin & Wills store on Redchurch Street in Shoreditch, London – a hive of creativity since artists Sarah Lucas and Tracey Emin opened a shop there in 1993 – joins a number of other retailers engaging with this local creative audience.
The new store is also an opportunity for the brand to engage its customers with its growing almanac – an idea that sees the space almost function as a members’ club for the brand.
“The Aubin & Wills store became an opportunity to make this a 360-degree brand experience,” says Holme. “By opening the cinema our customers can come and see the films we may have been discussing in the almanac. Aubin & Wills doesn’t just champion a creative environment, it’s about being in the know and belonging to our club.”
Ref. https://www.lsnglobal.com/seed/view/2086
