Bicester Village, the first mover in luxury shopping, proudly celebrates its 30th anniversary with the launch of a two-part campaign: ‘TheOriginal Then, The Original Now.’ On 26 April 1995 at 10:00 BST, Bicester Village cut the ribbon to open what would become one of Britain’s most visited destinations. Over the past 30 years, the Village has evolved into a global family of twelve open-air destinations near the world’s most iconic cities, including London, Paris, Shanghai, and New York.

Despite the many transformations the retail industry has undergone in the past three decades, Bicester Village has never wavered in its commitment to luxury physical retail experiences. The Village continues to redefine luxury with more than 150 boutiques of international brands, fine dining experiences, and anunrivalled dedication to hospitality.

While theVillage has grown, its essence remains unchanged: a unique combination of flagship retail, bespoke services, and, above all, emotional connection. It continues to innovate and adapt to guests’ evolving expectations, ensuring that each visit feels fresh, personal, and exciting. This anniversary honours not only the vision and dedication behind Bicester Village but also the people and communities who have supported it along the way.

PartI – THEN (1995)

The 1990s were a time of innovation, creativity, and cultural expression — a spirit that was echoed by the founding team at Bicester Village.Part one of this campaign pays homage to that iconic decade through a rich programme of immersive experiences, celebrating the Village’s legacy of bringing people together for moments that feel truly unforgettable.

One Source of News

Bicester Village has collaborated with The Gentlewoman to create a bespoke, 97-page magazine titled 1995 — a literary time capsule that captures the essence of the decade. With a reading time equivalent to the train journey from London Marylebone to Bicester Village, it’s the perfect companion before guests arrive and engage with a host of nostalgic activations.

From 1 May to 16 June, a bespoke ‘Village News’ pop-up will be featured, offering limited-edition ‘90s merchandise such as pick ‘n’ mix, pin badges, a limited run of 1995 caps, and copies of the magazine.Guests will also be invited to share their favourite memories of the decade via the 1995 postbox.

Nine Village Happenings

Immersive experiences will engage guests across the Village. Red phone boxes have been transformed into nostalgic listening booths, playing a curated playlist of ‘90s tracks. By scanning a QR code while shopping, new and existing members will have the chance to win a £1,995 Bicester Village GiftCard and a night’s stay at the five-star Old Parsonage Hotel in Oxford.

NINE BRAND ACTIVATIONS

Partnering with some of the Village’s most renowned brands both ‘then and now’, the Village is curating physical, fashionable and culinary moments to surprise  and  delight guests. Be transported back to the ‘90s with exclusive themed dishes, priced  at £19.95 from Cecconi’s, farmshop restaurant& café. Fashion fans can find an exclusive Marc Jacob’s 90’S grunge capsule collection in the Mall de Voyages throughout the village, alongside complimentary monogramming and 1995 personalization from All Saints and Coach. The return of the scent garden sees iconic ‘90s fragrance brands, such asCreed, Issey Miyake, Jo Malone London and Penhaligon’s spotlighting their best scents  from the era, with MAC inThe Cosmetics Company bringing back iconic ‘90s lip product shades for the limited period.

Five Keys to the Village

Guests who register and scan their membership code in May will enter a draw to win one of five Keys to the Village. Each key holder will receive:

• 12 months’ access to The Apartment, the Village’s exclusive invitation-only space
• 30% off dining
• Hands-free Shopping
• Reserved Parking or complimentary return train tickets from London Marylebone

PartII – Now (2025)

Stay tuned for Part Two of the campaign, to be announcedin June, as the Village continues its celebration of this remarkable milestone.The Original Then, The Original Now runs from 1 May to 1 July 2025.