Active Trend - Liberty London - Space

Idea Statement:

•A SOCIAL ESCAPE FROM THE CHAOTIC CITY LIFESTYLE TO ENHANCE ‘HEALTHY MIND, HEALTHY BODY’

The Inspiration:

- Arthur Lasenby Liberty brought a village of Indian artisan producers to London and staged a ‘Living Village’ market in Battersea Park. With the aim to help sell their products to the public.

- 'His dream was to metaphorically dock a ship in the city streets. To this day, a voyage of discovery awaits on the good ship Liberty.’

- He was Interested in the unique work of different cultures and wanted the public to admire and appreciate it as much as he did.

- He wanted his store to be original, and ‘home some of the best products from around the world.’

- “I was determined not to follow existing fashions, but to create new ones.”

Liberty's Consumers:

"Personalisation isn't just about putting a customer in buckets like fashion or beauty, It's actually going down to the complete individual level.” - Allen representing Liberty’s at the Content Marketing Association conference.

- Fashion Fans

- Tourists

- Loyal Customer

We also discovered another, very specific type of consumer for the store =

This lead to the final decision of what our outcome was going to be...

An area within Liberty London, offering unique, gourmet, healthy world foods from street-food style venders. These offer a quick and easy feel to grabbing something healthy, however the area is a 'phone free zone' meaning the typically detached London worker, is encouraged to socialise - even it is only for five minutes! This relates back to my active trend findings of being mentally active as well as physically healthy = successful all round.

Mia

xo