The desire to be unique, not part of the crowd

The booming consumer appetite for customisation is underpinning a new wave of flagship-store concepts in London – with personalisation stations driving both impulse buys and post-purchase upgrades.

There’s been a huge culture shift away from ‘masstige’ brands, people don’t need to feel part of clan by the shoes or handbag they have. People will now go to great depths for personalization, a shop near us in Covent Garden has someone in the store to hand paint your shoes.

Some of our clients believe we go on too much about personlisation within the home but it’s only going one way. The more you allow owners to personliase a space the more appealing it will be. Simple.

It’s a strategy that’s especially important for engaging millennials – 70% in the US say they’d pay more for products or services connected to a highly personalised in-store experience, with 24% paying up to 20% extra (TimeTrade, 2017).

  • New and Old: Cult British footwear and apparel brand Dr. Martens’ new Camden flagship offers a personalisation service for both newly purchased products and old Dr. Martens footwear.
  • Custom Adornment: British denim brand Pepe Jeans’ new Regent Street store has a denim-focused Custom Studio. Shoppers can choose from a range of embellishments including graphics, text or studs.
  • Artists in Residence: In Italian footwear brand Superga’s London store, local artists hand-paint purchased items with designs chosen by consumers for an additional £10 ($13). All artists’ bios and images of their work are displayed on a section of the brand’s e-commerce site dedicated to personalisation.



The latter concept mirrors fast-fashion giant Topshop’s in-store customisation service station. Launched for the Christmas 2016 shopping period, it played host to bespoke denim personalisation by local tattoo artists and illustrators for anyone spending more than £40.

Idea Room is an initiative from Silk Road