Taylor Swift's Opalite Music Video Filmed at Croydon's Whitgift Centre and Clarks Store: A Look at the 2026 RTIH Innovation Awards
Taylor Swift recently filmed her new music video for Opalite at the Whitgift Centre in Croydon, a once bustling shopping mall that has seen better days. The video has a 90s rom com theme and features Swift descending an escalator with Domhnall Gleeson and entering a shop where Graham Norton is promoting a fictional Opalite spray. The store used in the video is actually a Clarks store, which was transformed into a retro setting for the shoot.
The retailer shared their excitement about being a part of the Taylor Swift universe in an Instagram post, highlighting the unique experience of having their store featured in the music video. A Clarks spokesperson mentioned that only their store was used for the filming and described the surreal experience of witnessing the transformation of their windows into spray bottles. The video shoot brought some life and excitement to the empty mall, drawing attention to Croydon and creating a buzz in the town.
Looking ahead to the future, the 2026 RTIH Innovation Awards will shine a spotlight on physical retail innovations. The awards, which celebrate global retail technology advancements in an omnichannel world, will open for entries in April. The winners will be announced at a ceremony held at The HAC in Central London on October 15th. The 2025 awards ceremony was a success, with a sold-out event featuring a drinks reception, a three-course meal, and an awards presentation hosted by comedian Tiff Stevenson.
Scott Thompson, the Founder and Editor of RTIH, expressed his excitement for the growth of the awards event over the years, emphasizing the importance of innovation in retail. He highlighted the increasing number of entries and attendees, showcasing the industry's dedication to pushing boundaries and driving progress. The 2025 submissions were praised for their innovative developments in both traditional and digital retail spaces, setting a high standard for future entries.
Congratulations to the 2025 winners and a big thank you to the sponsors, judging panel, attendees, and everyone involved in making the event a success. The RTIH Innovation Awards continue to celebrate and recognize the groundbreaking work being done in the retail technology sector, inspiring others to push the boundaries of innovation in the industry.