When the recession started to bite in 2011, shopping as we know it, faced extinction. Consumers migrated or got caught in the net. When the going got tough, only the tough went shopping. Many major retail re-developments, such as the scheme planned back in 2002 for Elephant and Castle, were stopped dead in their tracks.

The 'walking white elephants' evolved, - a new format for inner city retail. These new mobile shopping malls really go places, to 'chase' consumers – and they roam far and wild...both in the city and now out of town.