Every Christmas since 2017, 'Choose Love' stores have popped up in London, New York and slick e-commerce sites. They have become a famous example of a fresh approach in the charity sector, re-appropriating that warm feeling we get when we walk into an Apple Store or a Soho boutique. Their design has made helping refugees irresistible.
I helped with all sorts as one of many volunteers, from working out parts of the shopper-experience to art direction for the online store.
Shoppers purchase items such as warm clothes, cooking supplies, psychological support and dictionaries, which the charity then delivers directly to camps. The stores open from Black Friday to Christmas Eve, earning millions of pounds.
The result has been shoes on the feet of thousands of children, reliable shelter and regular hot meals for the whole family, as well as access to emotional and legal support, vital for the next stages of these people's lives.
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© Pete Ashworth 2024
