Choose Love


“Choose Love” Christmas pop-up for Help Refugees opens in Soho
18 Broadwick Street, London 24 until end of January 2018

Choose Love is the world’s first shop where you can buy real products for refugees. 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 UK charity Help Refugees supporting their vital work across Europe and the Middle East.

The innovative store will be beautifully designed to create an uplifting yet meaningful retail experience – a striking space where people can learn about refugees while doing something practical to help.

Help Refugees is a pioneering organisation working on the frontline of the refugee crisis in Europe and beyond. Founded in 2015 as part of a grassroots movement of volunteers, in just two years they have become one of the most prominent and effective humanitarian aid organisations working directly with refugees.

Josie Naughton CEO of Help Refugees, “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. This shop is all about one simple idea: that we should all choose love this Christmas and help those in need”

The pop-up store has been created by creative collective Glimpse, whose mission is to use creativity for good. They were behind the impactful campaign last year where all the adverts in Clapham Common tube station were replaced with pictures of cats.

The space in the heart of Soho has been provided by Shaftesbury – a Real Estate Investment Trust who invest exclusively in London’s West End. It will showcase a range of items that represent the three phases of a refugee’s experience: Arrival, Shelter and The Future. The curated selection of items, such as blankets and gloves, are all items distributed by Help Refugees on the front lines of the refugee crisis. Each item on sale is accompanied by short stories about how and why it was chosen.

Visitors to the store simply take an item’s tag to the till or buy directly from one of the store staff. Along with their purchase, visitors can find out about the work of Help Refugees through the charity’s staff.

The items on sale will include emergency blankets, children’s shoes, warm socks mobile phone credit and more. Costs will range from £4.99 to £499 with an option to even ‘buy the store’. James Turner from Glimpse: “We want charity giving to become as much a part of the festive shopping experience as secret Santa and stocking fillers. This Christmas we’re hoping people will come together, Choose Love and buy gifts for refugees who truly need them.”
The team have also opened an online store. Through December passers-by can also expect surprise celebrity staff, events and special promotions.


Opening: 24 November 2017 Closing: 31 January 2018
Address: 18 Broadwick Street, Soho, London, W1F 8HS
Hours: Monday – Saturday 11 – 6 pm, Sunday 12 – 6 pm


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