"From emergency blankets to school bags and medical equipment, you can shop to your heart's content, leave with nothing, and feel great. All funds raised will go directly to Help Refugees, supporting our work across Europe and the Middle East," the organisation said about the project on its website.

 A Christmas gift for 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," said Josie Naughton, CEO of Help Refugees. "This shop is all about one simple idea: that we should all Choose Love this Christmas and help those in need". The shop will be operated in cooperation with the creative collective Glimpse in a space in London's Soho district, which Naughton said was "donated free of charge by Shaftesbury, a real estate investment trust". From November 24 through January 31, shoppers will be able to choose from a selection of products based on the three phases in a refugee's experience: arrival, camp, and the future. "The curated selection of items are all distributed by Help Refugees on the front lines of the refugee crisis," the organisation said.

 Useful items that have stories

"Each item on sale is accompanied by short stories about how and why it was chosen," the organisation said. Shoppers at Choose Love can buy products by taking a tag to the register or by asking staff directly for assistance. Staff members are on hand to explain to customers the work that Help Refugees undertakes to support migrants. "The items on sale will include emergency blankets, children's shoes, warm socks, mobile phone credit and more. Costs will range from £4.99 to £499 - to 'buy the store'".James Turner of Glimpse said with this project "we want charity giving to become as much part of the festive shopping experience as Secret Santa and stocking fillers. This Christmas we're hoping people will come together, Choose Love and buy gifts for refugees who truly need them". The project also plans to open an online store and to host events, special promotions and surprises with celebrities.

(A picture of products for sale in the store. Credit: Help Refugees)