What: Coca-Cola has opened its first European flagship store in London where fashion and experiences will share the limelight.

Why is it important: The all-new “fashion hub” is in Covent Garden and is the first of its kind in Europe, offering a range of limited-edition fashion collections and exclusive designer collaborations, plus gift items alongside unique drinks creations.

The London store features exclusive clothing collections that include sportswear, workwear, and a sustainable apparel and accessories collection made from recycled plastic.

In addition to a wide range of fashion accessories, the store's assortment includes limited-edition collectibles and special collections, such as for Pride in June.

Coca-Cola opens fashion hub store in London