The Story Shop, London

The Story Shop is not what it seems.

With its decorative tiling, shabby chic pull-out display cabinets and neat rows of household goods – including the large letter display proclaiming “HOPE” – it looks like a boutique vintage homewares shop.

But look closer and you’ll realise this kiosk-style set-up, artfully positioned in London’s upmarket Westfield Shopping Centre, is actually an initiative from World Vision.

The Yard Creative combines upmarket retail setting with charity fundraiser in this game-changing design

That’s where the “HOPE” comes in.

With design from The Yard Creative, The Story Shop is a one-of-a-kind fundraising initiative that draws on an immersive retail experience to share the stories of children in need and encourage visitors to donate digitally.

Technology is key to the design.

Passersby are drawn in by an interactive mirror featuring a waving child.

They can then watch the stories of children in need via the iPad screens hidden in the store’s pull-out drawers or artfully incorporated into labels of the products on display.

Each digital artefact features a call to action encouraging visitors to sponsor a child; there are also “tap to donate” options throughout the store – all payments are handled electronically.

Visitors can also take a seat on the Scandinavian-style furniture and read up on the initiative through appealingly designed books and brochures, or chat to staff while sampling produce crafted by global communities supported by the organisation.

Offering new ways of first engaging with customers and creating a story they can share in, The Story Shop is a surprising, uplifting offering breaking new ground in the charity sector.