The Gather House : Community-driven commerce in the heart of Lagos
Last May, as the Lagos evening air carried the familiar persistent low frequency sound of a city that never quite sleeps, I found myself at Gather House Lagos for a celebration of the exceptionnal talents of 3 brands of the current Lagos x Paris 2025 cohort. The evening was organized by the team coordinating the accelerator to celebrate the prize winners from the current cohort and it was here, in this elegant space at 38 Norman Williams Street, Ikoyi, that I witnessed the new project that Akudo Iheakanwa (founder of Shekudo) is leading with her partner Maxine Pittet to advance Lagos retail ecosystem.
An evening of recognition and revelation
The atmosphere was nostalgic as some creatives reconnected after several months and also with anticipation as entrepreneurs, designers, and cultural enthusiasts gathered to celebrate the achievements of Nigerian brands that had successfully navigated the rigorous Lagos x Paris accelerator. The program, initiated by the French Embassy in Nigeria, had supported 10 high-potential Nigerian brands including Eki Kéré, Lagos Space Programme, TJWHO, Obida, Elexiay, and others, providing them with mentorship, training, and grants of up to 32 million Naira.
As I moved through the space, I was struck by how Gather House Lagos had transformed from its origins as pop-up markets at Alliance Française into this permanent beacon of community-driven commerce. The evening's celebrations felt like a natural extension of the space's mission—recognizing not just individual success but the collective power of creative's entrepreneurship in Lagos.
The Gather House Lagos experience: more than retail
What captivated me most was how Gather House Lagos embodied a new paradigm of retail that transcends traditional commerce. Founded by Akudo Iheakanwa and Maxine Pittet, this concept store represents a one of a kind space dedicated exclusively to women-owned brands, but its significance extends far beyond its curated product selection.
The space seamlessly blends retail, hospitality, and community engagement. The café area encouraged authentic encounters between entrepreneurs, creatives, and culture enthusiasts, while the regular programming of workshops, talks, and pop-ups create a vibrant ecosystem where knowledge sharing and empowerment flourished. This isn't just shopping—it is community building through commerce.
The broader transformation: community as the new currency
The evening at Gather House Lagos illuminated a fundamental shift occurring across global retail landscapes. As I engaged with fellow attendees, it became clear that we were witnessing the emergence of what experts call "community-centric retail"—a model that acknowledges modern consumers' desire for connection, belonging, and shared experiences rather than mere transactions.
This transformation is particularly significant in markets like Lagos, where rapid urbanization and digital adoption have created both opportunities and challenges for traditional retail models. The success of spaces in Lagos like Temple Muse and Alara demonstrates that community-driven commerce is not just a trend but a fundamental reimagining of how retail can serve society in an african context.
In Lagos, mots retail space have a restaurant and café area operating on a department store model than a typical high street retail experience that can mostly only be transactionnel.
The global context: a movement taking shape
Recent research indicates that social commerce is projected to surpass $1 trillion worldwide, driven by consumers' desire for more interactive and engaging shopping experiences (1). This shift represents what industry analysts call the "democratization of retail"(1), where emerging brands can bypass traditional channels to build direct relationships with consumers.
The rise of experiential retail (2)(3) has shown consumers increasingly expect stores to dedicate more space to experiences than products, with 60% of shoppers holding this expectation by 202511. Gather House exemplifies this trend, using its physical space to create memorable experiences that extend far beyond individual purchases.
The social commerce revolution : An approach worth watching
What makes Gather House Lagos, Alara/NOK, Temple Muse / Slow particularly compelling is how these space in Lagos bridge the gap between digital social commerce and physical community spaces. While platforms like Instagram and TikTok have revolutionized how consumers discover and purchase products online (4) (5), physical spaces like Gather House provide something digital cannot: genuine human connection and cultural exchange.
The space operates as what sociologists call a "third place"(6)—a public space between home and work where communities can gather, connect, and collaborate. This concept has become increasingly important as traditional gathering spaces have declined globally, with retail stores filling this critical social infrastructure role (7).
The evening at Gather House Lagos revealed several key innovations that position this model as one to watch:
Community-first design: Rather than prioritizing product displays, the space emphasizes areas for interaction, learning, and connection. This approach recognizes that modern consumers seek belonging and shared experiences alongside their purchases.
Collaborative empowerment: The space operates as a platform for women's economic empowerment, providing not just retail opportunities but mentorship, networking, and skill development. This holistic approach to business support creates sustainable growth for participating brands.
Cultural Storytelling: Every product and event at Gather House is contextualized within broader narratives of African creativity, heritage, and innovation. This emphasis on storytelling transforms shopping into cultural engagement.
Hybrid Revenue Models: By combining retail, hospitality, events, and education, Gather House demonstrates how modern retail spaces can diversify revenue streams while serving community needs.
The future of retail ecosystems
As retail continues to evolve globally, the Gather House Lagos model offers valuable insights for the future. The space demonstrates that successful retail in the 21st century must serve multiple functions: economic engine, social hub, cultural venue, and community catalyst.
This evolution reflects broader societal changes where consumers increasingly seek authenticity, connection, and purpose in their purchasing decisions. The success of community-driven retail models like Gather House Lagos suggests that the future belongs to spaces that can seamlessly blend commerce with culture, individual success with collective empowerment.
The evening at Gather House wasn't just a celebration of individual achievements—it was a glimpse into the future of retail, where commerce becomes a vehicle for community building, cultural preservation, and social transformation. As we face an increasingly digital world, spaces like Gather House remind us that the most powerful retail experiences are those that bring people together, fostering connections that extend far beyond any single transaction.
In Lagos, and increasingly around the world, the most innovative retail spaces are those that recognize their role as catalysts for community development, cultural celebration, and economic empowerment. Gather House Lagos stands as a beacon of this transformation—a space where commerce and community converge to create something greater than the sum of its parts.