LØCI, the urban-lux vegan trainer and apparel brand backed by Leonardo Di Caprio, has opened the doors to its first physical shop today at the new experiential immersive retail space Future Stores on Oxford Street.
The Future Stores space merges cutting-edge technology and social-media style experience with traditional bricks-and-mortar shopping.
Vistors to LØCI’s store, which is open until the end of December, will be surrounded by immersive LØCI digital graphics and will be able to view the brand’s current collections all of which can be ordered in store and delivered directly to their door. They will also be able to preview its SS25 collection.
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, while visitors will also be able to play with other bespoke LØCI Lenses and some of Snapchat’s famed viral Lenses.
Founded in 2019, LØCI has the backing of actor Leonardo DiCaprio and singer Nicki Minaj and already has a loyal online following for its bio-leather and recycled ocean plastic trainers. It will be using The Future Stores residency to build awareness in the UK market with the location providing access to 500,000 potential customers weekly.
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.”
Billed as world’s most advanced retail store, Future Stores sits at the intersection of digital-out-of-home media and experiential retail and was opened in October. The immersive space spans an entire Oxford Street block and features 400m² of high-definition Micro LED displays, by interactive media specialists Mood Media. Designed specifically to be as inspirational as a social media feed, an ever changing and ever evolving roster of guest brands will change every four to six weeks.
Live art at LØCI
Kate Hardcastle, Director of Global Engagement, Future Stores, said: “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.”
“LØCI represents the ideal partner – a true challenger brand with exceptional products, a steadfast commitment to sustainability, and a loyal, passionate following. It’s a brand that resonates deeply with customers, celebrities, fashion editors and influencers alike,” she said.
