>> While many shoppers came away from the Black Friday weekend ladened with goods, customers exiting this pop-up store in London left empty handed. That's because Choose Love sells gifts for refugees around the world, whether that be food, clothing, or donations towards services.>> Every item in the store is something that we distribute to people or represents a service that we provide.
So a blanket is a blanket, a child's coat is a child's coat. The life jacket represents search and rescue. And basically, you come in and you buy the blanket or the life jacket. But you leave with nothing, but just have a real feeling of warmth and love.>> The campaign is run by the charity Help Refugees, and has received celebrity endorsement from the likes of Julia Roberts and Oprah Winfrey.
>> We wanted to make compassion and caring cool, I think, and make it really feel accessible to people and tangible. You come in and you have an experience. You touch the item that's gonna be delivered to someone, somewhere who needs it. And you think about what they're going through and you really know where your money's going, which I think is kind of a really new thing at the moment.
>> The charity's CEO said she hopes the shop will help tackle the growing migrant crisis in the Americas and the unique model will encourage donations, with 100% of the purchase price going towards the products. The shop space was given to the charity free of rent and is staffed by volunteers, with another branch opening in New York on Monday.