*Me and the family were invited as guests. All views are my own*
Once upon a time I was a University of Derby student. It feels like several lifetimes ago, because we’re talking over a decade ago now. So much has happened since those days – days when I was driving the dustiest Nissan Micra, juggling writing for dozens of blogs with uni studies, binging on music that defined my late teens, and trying to hold down a long-distance relationship with the woman that would end up becoming my wife. MADNESS±
Enough of all the reminiscing though – I’m back. Derby’s not far at all and we enjoy Derbian as a shopping destination because they have so much going on there. All the big brands can be found in the shopping centre and the choice at the food court is one of the best we local have access to. That combination makes it so much more exciting that River Island, for whatever reason, decided that Derby was the best location to choose as their very first River Studios – their brand new store concept.
I’ll say it straight – River Island is one of my favourite brands to wear. Whenever I’m choosing a new outfit on a site stocking multiple brands, my narrowed down basket usually ends up being 80% River Island. I’ve got a natural affinity for them because their designs are fly, they stand out and the garments actually last. Their menswear is great, I can say the same for their kidswear, and Hollie’s always got positive things to say about their womenswear.
Hollie (who comes with me and two kids as a package) was invited to the big launch on Friday. I had no idea what to expect and was in for a delight when I saw just how effectively they had reinvented their IRL shopping experience.
From the moment you step in, you can’t help but sense how homely the place is. It’s got a grand boutique feel which is aesthetically pleasing with eye-grabbing statement interior design elements at every turn. But if you haven’t got timw to wander around looking at the walls, fixtures and fittings, the River Studios virtual stylist should be your go-to.
Chloe is an automated, AI-powered virtual stylist programmed to guide you through the outfit styling process. Simply tell Chloe what looks you like the look of and she will suggest pieces that you’re likely to be interested in. It speeds up the in-person shopping experience and gets you to the outfit you desire so much more efficiently.
Another great feature at River Studios are the fitting rooms. They straight up use magic in there. There’s an on-screen personal assistant that helps you out while you try things on. When you hang your clothes on the rail, it tells you how much is in your basket (to help you budget), makes it easy for you to request different sizes and generally makes the shopping experience seamless.
The launch was extremely busy with competitions on the go and the Gem Radio team live in the building, so me and Hollie have already planned to head back without the kids soon, when it should will be just that little quieter. Catch you again soon, River Studios.
River Studios Derby can be found in Derbion, London Road, DE1 2PL.