There’s a new phenomenon taking over shopping centres that I’m calling mood board shops.
I think Anthropoligie is a good example of this as far as chains go, but they’re mostly boutiques. The Kingston bentalls centre has loads of them. They sell kind of random stuff but all the stuff in the shop has a similar…erm…vibe maybe? Different shops, different vibes. They usually don’t have much stuff in them and it’s can be a mixture of clothes and homewares and candles and stationary. ‘Lifestyle’ stuff I guess. That’s why I’m calling them moodboard shops because they look like someones moodboard. I think a lot of them are pop ups. They’re very stylised.
They’re such a thing now.