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John Lewis unveils store sleepover experience

John Lewis is launching in-store try-before-you-buy apartment initiative “The Residence” on 16 September.

The department store chain is opening the space at its branches on London’s Oxford Street, and in Cambridge and Liverpool.

The space offers opportunities to stay overnight, and host private brunch and dining experiences in a fully furnished setting, where all products are exclusive to the retailer and available to buy.

The apartment will feature cupboards and wardrobes containing autumn 17 products across fashion, home and technology. It includes a living and dining area and a bedroom.

The Oxford Street flagship store will also feature a fitted kitchen, a study and an indoor terrace overlooking Cavendish Square that will feature clean-air plants and orange trees.

Other characteristics include daily newspaper delivery and breakfast basket, fresh coffee and radio sound effects. 

The space will additionally host a series of free customer workshops throughout opening hours.

Customers will be able to apply for an overnight stay as well as the opportunity to visit the flagship after it closes, which comprises either an hour with a personal shopper or an all-access tour of the store.

Readers' comments (2)

  • The poor guys trying to make this work operationally just for a gimmick! Have they nothing more important to do? Like make more money from real selling?

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  • The people at Shelter need to guerilla market this...

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