The Rise Of Influencer Focused Stores – Where Content Creation Takes Centre Stage

Megan Hotson


In today's digital era, social media influencers play a significant role in shaping consumer trends and influencing purchasing decisions. 

Recognising the power of influencers, brands are increasingly embracing a new concept – stores designed to help influencers create compelling content, and interact with customers. 

Pretty Little Thing (PLT) are the latest brand to debut an influencer-hub on London’s Oxford Street - where every corner is a perfect backdrop for capturing Instagram-worthy moments.

Alongside creating an idyllic environment for creation, brands leaning into influencer led marketing should consider fostering a sense of community through physical space.

From community events, to classes and product launches, creating a hub will allow influencers to strengthen their connection to your brand, and customers. 

Creator Studios 

Brand spaces are changing to become canvases for influencers to interact with different brands and their customers, as well as a place to create content within.  

Some retail stores now feature dedicated creator studios equipped with professional-grade equipment, from cameras to lighting setups. 

These studios provide influencers with all the necessary tools to produce high-quality content in-store, encouraging them to spend time creating and engaging with their followers.


Take Pretty Little thing’s new flower filled space on Oxford Street as an example. This space is not just an effort from the brand to increase their offline presence, it features a content room, working offices, a showroom space and meeting rooms. 

PLT marketing director, Nick Capstick commented on the store's opening earlier this April: “this new space will allow us to bring the experience that our Influencers, Talent and press have in our international showrooms”.

Showrooms within influencer-led retail stores offer a distinct advantage by allowing influencers to curate their favourite products and showcase them in an experiential setting.

These curated spaces serve as a source of inspiration for customers, enabling them to visualise how products can be styled and incorporated into their own wardrobes. 

Community Hubs

In today's digital age, influencer marketing has become a powerful tool for brands to connect with their target audience. 

While online platforms provide ample opportunities to engage with influencers, there's something special about creating a physical community hub in-store. 

One brand that stands out in this regard is Gymshark, renowned for its on trend fitness apparel and a strong influencer community.

This brand has fostered a robust influencer community by creating a community hub not just at their Manchester HQ, but at their newer location on London's Regent Street. 


Gymshark organises regular meet-ups and networking events where influencers, customers, and brand representatives can interact in person.

Their community hub is not just a retail space; it's an experience-driven environment. At their London location, the brand hosts exclusive events, product launches, workshops, and fitness classes led by influencers.

One of the key aspects of Gymshark's influencer community is their emphasis on collaborative content creation. By offering dedicated spaces within their community hub for influencers to create content, Gymshark enables them to showcase their expertise and promote the brand simultaneously. 

Brands can adopt a similar approach by providing influencers with unique spaces within their store to develop engaging content, encouraging user-generated content creation and driving organic reach.

Key takeaways 

-    Brands looking to build their influencer community can take inspiration from Gymshark by creating an in-store hub that goes beyond the typical shopping experience. Consider organising exclusive events, product launches, workshops, or fitness classes led by influencers.

-    These spaces not only empower influencers to curate content and showcase their style but also foster a sense of community, authenticity, and relevance. As the retail landscape continues to evolve, influencer-led retail stores pave the way for a new era of customer engagement and brand advocacy.

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