There is a lot of talk in the trends world about how actual shops will look in the future. A few years ago, in my WGSN days, I was asked about the future of retail – and I said “soon there won’t be any shops just experience showrooms where you can interact with the product, then buy it online’. A bold statement – as this was in the early days of online shopping – but one I stand by today.
Shopping is generally quite boring and as I keep telling my daughter, not an actual hobby! I rarely spend days trawling the shops as I usually have a pretty firm idea of what I want and can either find it online or go straight to the shop selling it. I seldom go into a store and feel surprised and excited by what I see, and its even rarer that I’m excited enough to make a random purchase. And there lies the secret – we have all seen everything, all the time, everywhere – and we need an element of surprise and delight to make us shop.
One shop which does just that is Goodhood in Curtain Road, Shoreditch. A lifestyle store (I’ll keep saying it – but is really is all about lifestyle), it has mens, womens and homeware and a small selection of perfume and beauty products.
It appeals to me because it is curated and pure, with one vision and a definite aesthetic. It’s very difficult to create a retail environment which is both ageless and super cool, but they manage to appeal to Hoxton hipsters as well us older east end designer types and lots of others in between.
Their ability to find new brands and get the blend of fashion, basic and cutting edge styling just right, appeals to my inner designer and I buy something almost every time I visit – which is dangerous as it’s five minutes away from my studio!!
Mens, womens and accessories are upstairs and just when you think you can’t possibly buy any more- go downstairs to homeware, stationary and beauty.
The carry an huge array of brands – but careful curation makes it feel you are in someone with really great taste’s house. In fact I’d be happy to just move straight in – if anyone from Goodhood is reading. If you’d like a middle-aged women snoozing in an armchair in the homeware area, wearing all your clothes – I’m just up the road.
Goodhood is at 151 Curtain Rd, London EC2A 3QE