The Challenge

Every year around Christmas, lots of us buy stuff that we don’t really need. Sometimes it feels like we’re just buying things for the sake of it.

Imagine a world where you could shop your heart out, leave with nothing, and feel great.

The Glimpse

Choose Love is the world’s first store that sells real products for refugees.

From children’s coats to hot food and blankets, every purchase goes goes towards a similar item for someone who truly needs it.

With our partner charity Help Refugees, we’ve opened Choose Love stores in London for two years running, and in 2018 we opened one in New York City.

The Impact

Since 2017 this concept has raised over £2.5m for refugees around the world.

Over 20,000 customers have funded thousands of shoes, coats, and blankets - as well as vital services like mental health support for those who need them most.

The stores have been featured in the New York Times, CNN, the Guardian and on thousands upon thousands of Instagram feeds.

But for us it’s about much more than the cash or clicks. It’s about the shared humanity, the compassion and the incredible generosity of people who visit the shop and the volunteers who make it happen.

Glimpse wants to create campaigns that shift culture and raise consciousness. Working with Help Refugees on Choose Love is the closest we’ve come so far.

How we did it

Over 100 Glimpse volunteers have contributed to this project so far, offering their time, skills and passion to create something new. We’ve worked with designers, production experts, filmmakers and animators from around the world.

Below are some of the things we’re most proud of.

Digital love

This year we completely redesigned the Choose Love website, adding new features like 'bundles' which cover different stages of a refugee's journey.

The result is a slick and informative shopping experience - with none of the guilt that normally gets into your basket.

This beautiful animation was made to promote the store in 2018 by the team at Armoury London, working with Glimpse.