KRISTINA KARLSSON, founder of kikki.K says: What’s the ethos behind the design and layout of the flagship store? Our kikki.K London flagship store embraces our Swedish heritage and design philosophy, bringing to life the rich, authentic brand story that is inspiring millions of people around the world. Customers are surprised and delighted in the store; design mood boards showcase how our unique products come to be, and an inspiring styled workspace nook shows customers how kikki.K can seamlessly fit into their stylish lives. The kikki.K monogramming service is also an integral part of the brand positioning/brand identity. The kikki.K brand purpose is to inspire and empower people to live their best life every day and we believe an inspiring instore experience is a perfect way to start this journey.  What add on experiences are there? We always have exciting events and activities happening in our store, but in particular we offer an inspiring suite of kikki.K workshops covering topics including Mindfulness, Happiness, Habits and Goals. They’re a wonderful experiential extension to our beautiful products in store and help you to live your best life, every day. JOHN CHESTON, managing director of Smiggle says: What’s the ethos behind the design and layout of the flagship store? Our products are all about colour, and so all of our stores are designed to bring this to life. Fans are able to navigate by their favourite colours. We want, and have always wanted, to encourage fans into our stores to experience the products that smell, talk and change colour – you really have to interact with our products. Key products and seasonal items are always at the front of the store to showcase what’s new and to encourage passers-by to take an interest in the bold colours and designs. Is it an integral part of the brand positioning and expansion? Yes, before opening the store in White City we did our research. We knew that large numbers of families, children and students who shop at the centre would enjoy the store and products. It’s a great location with transport options and immaculate facilities. What other add-on experiences are there? We encourage our fans to come in, experiment, explore, poke, prod and play – because a visit to one of our stores should be fun and exciting. KIKKI.K, JAMES STREET, COVENT GARDEN, LONDON SMIGGLE, WESTFIELD, WHITE CITY, LONDON