SDD25/02_05: HOKA’s Run Stop Corner Shop redefines the traditional retail experience by merging functionality with creativity in a setting that celebrates the joy of running. Located in East London, this concept brings the charm of a local corner shop to life, complete with a working ATM that dispenses “Hokens,” a playful, branded currency. Visitors can use these Hokens to shop for everything from snacks to running essentials, making every visit interactive and memorable. It’s a fresh approach that seamlessly blends retail and engagement, designed to delight both seasoned athletes and casual runners.
At the heart of the store lies the HOKA FlyLab, an innovation hub hidden behind a neon-lit corridor. This immersive space showcases the brand’s latest advancements, including the Bondi 9, HOKA’s newest high-performance running shoe. Visitors are invited to test the shoe in an environment designed to inspire and inform, reinforcing HOKA’s commitment to cutting-edge design and performance. The FlyLab also acts as a dynamic space for brand activations, ensuring there’s always something new to experience.
More than just a store, the Run Stop Corner Shop serves as a hub for the running community. From group runs to collaborations with local fitness groups, the space fosters connections and provides runners with tools, guidance, and camaraderie. By combining retail with a strong sense of community and innovation, HOKA has created a destination that goes beyond shopping to inspire and engage runners of all levels.
Pictures courtesy of Hoka / Will Jarrad & Lauren Allen via LinkedIn.
