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First look: Allbirds flies into London

US sustainable footwear brand Allbirds has opened its first European store, at 121-123 Long Acre, in London’s Covent Garden.

The 1,600 sq ft store opened today (17 October). Its interior was designed as a collaboration between Allbird’s in-house team and design agency XYZ.

Inspired by London’s parks, the store features greenery and natural materials such as moss throughout.

An interactive wall displays laces encased in recycled plastic bottles, representing the brand’s eco-friendly products.

The opening is the third permanent retail site for the direct-to-consumer brand since its launch in 2016. The other two are in San Francisco and New York.

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