The immense Brutalist architecture of 180 Strand, formerly Arundel Great Court, smothered in scaffolding and cladding, has a small discrete entrance, tucked away in one corner like a secret entrance to an unknown world. You walk past the security guard into a dark space in the middle of London, past a sign that reminds you how much the UK relies on overseas workers – very pertinent in a week of political chaos in Whitehall.
Down you go to a space in which you experience the first experience of the collaboration by photographer David Sims, artist Jeremy Deller and Sophia Prantera from the young fashion house Aries’ going back in time to when Stonehenge and Avebury were built, as the inspiration for their new fashion collection.
At a time when the newspapers are full of the demise of the traditional High Street as a retailing destination, this sets an useful prototype about how imaginative organisations can provide an experience for their potential and real customers. The future of retail is about experience, culture and enjoyment…not just about putting clothes in a shopping basket. This will separate the sheep from the lambs of the future…….