This place opened in November 2015, so I am not sure what I have been doing with the past four months of my life – but it certainly didn’t involve enough shopping, cocktails and manicures. Thankfully, it’s going to be pretty easy to make up for lost time – the new 3,200 square foot flagship Oasis store on Tottenham Court Road combines all these things across three gorgeously designed spaces.
I’ll be the first to admit it: Londoners are a demanding bunch, and brands are increasingly having to find new and exciting ways to secure our loyalty. We expect online orders to appear on our desks within hours, and for the city’s best restaurants to deliver direct to our door. Meanwhile, our love affair with smartphones means we are constantly multi-tasking – catching up on emails while compiling playlists on Spotify, and paying bills while Skyping a friend on the other side of the world.
So how do you keep us happy and hold our attention? Create a space that fulfils a number of functions, that’s how. And that is exactly what’s going on at Oasis. Sitting pretty beneath a recently regenerated section of TCR close to the intersection with Oxford Street this place is more than a shop – it’s a destination. And while the term ‘lifestyle’ is used to excess in this day and age, and kind of makes me wince, I can think of no better term.
Depending on the time of day, people walking into the high-ceilinged space can decide on the experience they want – it might be a pre-work breakfast and blow-dry, mid-morning coffee, mid-afternoon manicure or ‘I can’t face the tube without a drink’ cocktails. This shop floor-meets-café-meets-lounge bar-meets-nail bar-meets-beauty salon is surely the future. They even have a changing room set aside for the office wear to going out wear metamorphosis. We have all walked into a shop and grabbed an item of clothing to ‘try on’ in order to change into something slinkier and refresh our make-up. Well now you don’t have to pretend you aren’t doing it. It’s like they are reading our minds.
So aside from the latest season’s clothes, shoes and accessories, which is spread over two floors, the spacious mezzanine level is home to in-store café Saucer & Spritz. Channelling an Instagram-worthy blend of chintz and cool (think granny chic as teacup light fittings meet neon signage) you can head here for breakfast, lunch and afternoon tea, to be eaten in, taken away or (bring on summer) enjoyed outside on the terrace, or from 3pm upgrade to something a little stronger thanks to the range of cocktails served alongside refreshingly light and healthy snacks.
The brains behind this gourmet pit-stop are The Jones Family Project, a café-restaurant-bar close to Old Street roundabout – another great space that moves effortlessly from day to night, see our recent review) which might explain the emphasis on gin and tonic – yep, forget run-of-the-mill, these are interesting spirits packed with quirky botanicals, and matched with boutique tonics and flavoursome garnishes.
And to add to the glamour, the gang at Pin & Polish wash and style your hair (check out The Hot Seat) and paint your nails while you recline in scrumptious armchairs, perfectly situated within slurping reach of your drink. I sense the beginning of a long-term flirtation – a week on and my manicure from The Illustrated Nail (queens of nail art – check the pictures) is still immaculate.
In a world of heaving workloads and non-stop emails, where being busy is a badge of honour, this is the perfect place to take time out and do the things you actually want to do for a while.
Obligatory SATC GIF Review:
Oasis Flagship Store
22 Tottenham Court Road