Utter and Marr open experiential Not Just Another Store in Shoreditch

By

Sandra Halliday

Published
Dec 6, 2017

A new experiential retail space has opened on Shoreditch High Street in London with the debut of Not Just Another Store (NJAS). Just across the road from the famous Ace Hotel, the space is a concept store curated by emerging brand-focused online platform Utter and menswear specialist Marr.

These two independent companies that say they want to “break the norm of a traditional retail space” via “creative collaborations with artists, illustrators, photographers and more.”

The shop “forms a community retail space that detaches from all the restrictions, rules and norms placed upon existing retail spaces,” they claim. 

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While in many ways just a straightforward store, with the offer including over 30 emerging brands across womenswear and menswear, literature, art, homeware and interiors, it also has a strong creative and experience element.

With collaborations at the heart and core of the concept, Not Just Another Store is partnering with a number of different creatives and designers to curate “innovative events, installations and exhibitions.”

There’s plenty of tech in-store with digital touch points and interactive games, while the space is also complemented by a full arcade area and features live art from London-based artists. 

In addition, there’s a customisation and personalisation area where NJAS “in-house design gurus” will “revitalise your old wardrobe, whether it’s tailoring, adding embroidery or making bespoke pieces from scratch.”

And to add to the appeal and differentiate it further from what can be obtained online, the store also offers a selection of food and drinks served by local independent chefs and baristas. The restaurant features an open plan mini kitchen serving brunch and lunch, juice and smoothies.