The other day Amazon revealed that it had opened up a pop-up store in London's Soho Square, to advertise all the black Friday deals people would be able to get their hands on this year. I went down to check it out for myself, and it's a brief glimpse into what Amazon might look like if it actually opened up a proper shop in the real world.
Needless to say it's quite unlike any other shop you might have been to. Or at least, no shop that isn't specialised and not run by such a big company. It feels a bit weird that real-life shops are being used to advertise an online service, but there we are.
First thing to mention is that this isn't just a building filled with stuff for show. Every item inside Amazon's pop-up was for sale, and would be getting a discount on or before Black Friday, and you could get to the sales page by scanning a SmileCode next to each thing. So it's more like a showroom, letting you look at things before deciding to buy them online. Frankly that's what a lot of shops have become these days anyway. When have you ever gone to a high street shop and not compared prices on your phone?
But without further ado, let's look at the rest of the shop. The building itself was split up into five different rooms, each displaying the appropriate stock. There was the kitchen, the dining room, bedroom/salon, game room, and a living room.
Needless to say it's rather different to the other shops out there. It goes without saying that this is an obvious marketing stunt, there's absolutely no doubt about that. With all the retailers trying to cash in on Black Friday mania, it's one little thing Amazon can use to remind everyone that it's still there offering deals too.
So it's not like Amazon will start opening up things like this anytime soon, but it's a nice glimpse of what life could be like if the retailer decided it wanted to move its non-Whole Foods products out of the digital realm.
If you want to check it our for yourself, you can find the Black Friday pop-up at 13 Soho Square in London. Hurry, though, because tomorrow is the very last day it'll be around. It's open between 12:30 and 19:30.