Inside Amazon's first London pop-up store

QR codes, live music, and free hairstyling have been on the schedule at 35 Baker Street this week as online giant Amazon continues its exploration of brick-and-mortar retail with a London pop-up store.

Inside the 900 square metres store, Amazon Fire Tablets line the counter tops, allowing shoppers to surf the entire Amazon Fashion collection. Additionally, clothes are labeled with QR codes which shoppers can snap on their Amazon app to be taken directly to the item online.

As part of the pop-up store’s week in the heart of London, any orders delivered directly to customers’ homes will be sent with free Prime delivery - Amazon’s fastest delivery option. Alternatively, you can go old-school and buy directly from a member of staff in-store.

The pop-up’s theme has progressively changed since it opened on 23 October, with the products on display swapping out for different ones every two days. The collections have been a mix of Amazon’s own labels, such as Find, Meraki, and Truth & Fable, as well as other labels, such as Tommy Hilfiger, Calvin Klein, Filippa K, and Vans.

Photo credit: FashionUnited