Topshop teases high street comeback with Soho treasure hunt

Topshop has teased fans once again with the launch of a new activation in London’s Soho, suggesting a potential return to the high street.

The British fashion giant has teamed up with London-based artist Russ Jones to unveil “We Missed You Too,” an interactive art installation and treasure hunt acknowledging its loyal following.

Jones, known for his text-based mirror installations, has created 21 unique mirrors featuring messages from Topshop fans. The brand’s response? A simple, “We Missed You Too”.

As part of the activation, the brand is inviting fans to take part in a city-wide treasure hunt, with one participant set to win a £1,000 Topshop.com voucher and exclusive early access to the brand’s relaunched website later this year.

Clues are being shared via social media, creating a digital-meets-physical experience.

Topshop global director of marketing Moses Rashid said: “We’re excited to see the love for Topshop and Topman on social media. Supporting local talent, sharing the stage with creatives, and bringing London’s unique energy to our fans has always been part of Topshop’s heritage.

“This activation, featuring the hugely talented Russ Jones, is our way of giving back in a truly Topshop way.

“Our fans are at the heart of everything we do, and ‘We Love You Too’ is a perfect example of that; by involving our loyal followers, we’re not only celebrating their passion but also creating the kind of memorable experiences that have always been so important to why people love Topshop. This is just the beginning—keep watching this space.”

The campaign follows a series of teasers from the brand, which has been posting hints on social media in recent weeks. Fans have been speculating about a full-scale return, particularly as Topshop.com’s holding page now states “coming soon.”

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