Clarks Croydon shopping centre store gets retro makeover in Taylor Swift Opalie music video
Taylor Swift’s new Opalite music video was filmed at the Whitgift Centre in Croydon, once a thriving shopping mall but now sadly past its glory days.
The singer and (in our humble opinion) living legend identified the centre as the perfect backdrop for her 90s rom com themed video.
In one scene, Swift descends an escalator with Domhnall Gleeson and goes into a shop where Graham Norton is giving out samples of a fictional Opalite spray. This is, in reality, a Clarks store.
In an Instagram post, the retailer said: “When one of your stores quietly becomes part of the Taylor Swift universe…Some day, in your 200th year, you’ll be asked to transform your store into a retro store for a music video. It’s very important that you say yes.”
A Clarks spokesperson told Metro: “It was only our store that was used. It was mad. Obviously, it was all secret, so it was a relief when it all came out. We didn’t know who it was at the time, though. It all looked mad I like Taylor Swift. We were here on the day, but I didn’t really see her.”
They added: “Our windows were turned into the spray bottles. It was great. It looked like there was some soul and life in here. I think it was a real boost for Croydon. People have come to take pictures of the escalators. It was nice for the town that they chose here, but I think it was only chosen because it was empty.”
2026 RTIH Innovation Awards
Physical retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
Continue reading…