As reluctant I am to admit, Christmas is imminent. My lifelong belief that Christmas should only begin on the 1st December is, for this year at least, getting a pass and I am ready to set my sleigh in motion. The thing that has finally melted my frosty heart is This is Soho’s Pop Up, Choose Love.

Choose Love, opening on 24th November, is the world’s first shop where you can buy real and necessary products for refugees. From emergency blankets to school bags and medical equipment. It is Christmas shopping for both the festive and the misers. You can shop to your heart’s content, leave with nothing, and feel great. All funds raised will go directly to UK charity Help Refugees supporting their vital work across Europe and the Middle East.

The innovative Choose Love store, will showcase a carefully curated selection of products that represent the three phases of a refugee’s experience: Arrival, Camp and The Future. These items are all essentials distributed by Help Refugees on the front lines of the refugee crisis.

Beautifully designed, the store intends to create an uplifting yet meaningful retail experience, a visually striking space where people can learn about refugees while doing something practical to help. The items on sale will include emergency blankets, children’s shoes, warm socks, mobile phone credit and more. Prices will range from £4.99 to £499 with an option to even ‘buy the store’. Each item on sale is accompanied by a short story about how and why it was chosen. Through December passers-by can also expect surprise celebrity staff, events and special promotions.

Open just in time for Christmas shopping, Help Refugees are asking you to give a little differently this festive season. The Choose Love Christmas store will be a welcome addition to Soho, which celebrates independence, creativity and originality.

Visitors to the store simply take an item’s tag to the till or buy directly from one of the store staff. Along with their purchase, shoppers can find out about the important work of Help Refugees through the charity’s staff.

“Shaftesbury are proud to support the UK charity ‘Help Refugees’ with their Choose Love pop-up shop at 18 Broadwick Street in Soho. Creativity and most importantly community has always been the heart of Soho, what better time than Christmas to support this cause."

Josie Naughton CEO of Help Refugees, “It’s easy to forget how lucky we are to have a bed, a blanket and a roof over our heads. For thousands of refugees this Winter, these basic human needs are completely out of reach. This shop is all about one simple idea: that we should all choose love this Christmas and help those in need”

All funds raised will go directly to UK charity Help Refugees supporting their vital work across Europe and the Middle East.

CHOOSE LOVE: Opening: 24 November 2017 Closing: 31 December 2017Address: 18 Broadwick Street, Soho, London, W1F 8HS Hours: Monday - Saturday 11 – 6 pm, Sunday 12 – 6 pm