At first glance AIDA is just a shop, but this fabulous independent retailer is leading the charge in retailing by creating communities. In-store their story is shared with you; set up by  is a collection of friends who met doing theatre costume and make-up and a mutual love of clothes – new and vintage. AIDA invites you to join in the fun by combining clothes shopping, a café area at the front of the store with complimentary papers, a vintage hair and make-up service and hen party offering. Featuring letters from delighted customers on the pin-board, it feels more like a place to meet and make friends than a clothes shop – although it had a great selection of both new and vintage clothes, shoes and handbags. Perfect.

A hot topic at the recent World Retail Congress was the new role of the store – and how important experience in delivering against on-line shopping. AIDA shows just how impactful and engaging experience can be.