LØCI, the urban-lux vegan trainer and apparel brand, has opened its first physical store at the experiential retail hub, Future Stores, located at 95 Oxford Street, London. The launch marks LØCI’s move into brick-and-mortar retail, enabling the brand to connect with a broader UK audience and enhance its physical presence.
Known for its bio-leather and recycled ocean plastic trainers, LØCI has gained a strong online following, with investment from high-profile celebrities like Leonardo DiCaprio and Nicki Minaj. Situated on Oxford Street, Europe’s busiest shopping destination, the store benefits from access to approximately 500,000 potential weekly visitors.
The Future Stores location features immersive LØCI-branded digital graphics, offering customers an opportunity to explore the brand’s collections. Shoppers can view and order items in-store, with direct delivery options available. Additionally, visitors can preview the upcoming Spring/Summer 2025 collection.
Co-founder Phillipe Homsey highlighted the significance of the launch:
“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.”
The in-store experience integrates augmented reality (AR) technology, provided by Snapchat. AR mirrors allow customers to virtually try on LØCI footwear and apparel, while Snapchat’s bespoke Lenses and viral effects add a playful, interactive element to the shopping experience. Recent research conducted by Censuswide for Snapchat revealed that 62% of Gen Z shoppers favour features like virtual try-ons and interactive games, aligning with LØCI’s emphasis on immersive retail.
Kate Hardcastle MBE, Director of Global Engagement at Future Stores, commented:
“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.”
Future Stores, which opened in October, spans 400m² across two floors and incorporates cutting-edge Micro LED displays by Mood Media. With a £20 million investment, it provides a platform for emerging brands to engage with a globally connected audience through short-term residencies. LØCI’s store will occupy the space until 31 December 2024.
Snapchat’s Director of Global Brand Experience, Ben Wymer, added:
“We’re excited to bring our AR technology to Future Stores for the launch of LØCI’s first physical pop-up right in the heart of London. AR is quickly transforming the way we shop as more of us are enjoying the fun, personalised and immersive experience it brings to shopping, so we’re thrilled to be able to facilitate this for LØCI fans.”
