In April, for 10 days, Vélizy 2 offered the French Red Cross a space where they could set up an innovative popup store to collect clothes in order to help people in need. At the end of this operation, the Red Cross had collected more than 6 tons of textile.
An innovative popup store for the Red Cross in the middle of Vélizy 2
From April 6th to 14th, a popup created by the Red Cross opened in the middle of Vélizy 2 shopping centre around a solidarity project: a huge clothing drive. Just like in the 600 Red Cross stores in France, clothes were donated by visitors and collected in the popup in order to redistribute them to people in need and also to resell them to finance the French Red Cross actions.
Besides, an original idea was added to the store concept: every morning, the store was empty and the goal was to fill it up with clothes given by visitors throughout the day. This way, more than 60 volunteers of the Red Cross alternatively registered, tagged and shelved the given clothes to make the popup look like a real clothing store.
This solidarity action results from a partnership between the French Red Cross and Unibail-Rodamco-Westfield as part of a mission for the Innovation Champion Graduate Programme, animated by URW Lab. This innovation project aimed at finding ways to revalue fashion items and give them a second life: the creation of this popup was an opportunity to test the Red Cross’s concept within a shopping centre.
This popup was a great idea, we got to meet our contributors in a context that favours interchanges and discussions around our values. A new concept is born: the Red Cross’s reversed store!Véronique Grimont
A successful and federating project for a solidarity cause
For this clothing drive, our visitors were greatly helpful: knowing that in France, in 2017, only 36% of the potential pool was collected, this kind of events is a way to mobilise citizens.
After 10 days of operation, the Red Cross collected more than 6 tons of textile (clothes, shoes…). For each donation of items, the contributors were given a receipt on which they could learn more about the Red Cross’s actions undertaken thanks to their donations: meals distributed, access to holidays etc.
Finally, this original system rose visitors’ awareness about the Red Cross’s projects: for instance, videos of their social actions were broadcast in the fitting rooms, and the volunteers took time to talk about their missions to visitors.
Unibail-Rodamco-Westfield offered us a unique opportunity to present our new store concept for clothing drive in Vélizy 2. It was a great way to meet the visitors and tell them more about the social and environmental impact of their donations to the Red Cross. We are very grateful to the teams at Unibail-Rodamco-Westfield for their support and we hope this first experience is just the beginning.Marion Bousquet
This solidarity action is in line with the Group’s CSR strategy Better Places 2030, that commits to sustainable development. Indeed, the Group is convinced that each shopping centre can create social and environmental value, and this popup is a case in point.
We are thrilled to have welcomed the French Red Cross in Vélizy 2. This popup store was a new and innovative way to raise visitors’ awareness about the organisation’s social actions. In the end, this partnership made 4 winners: our visitors by catering for their aspirations, Unibail-Rodamco-Westfield, the French Red Cross by supporting their actions, and obviously people in need who will benefit from this initiative.Julie Villet