A Croydon shopping centre, once a bustling hub, has become an unlikely pilgrimage site for Taylor Swift fans. The Whitgift Centre, built in 1970 and a landmark for decades, is experiencing a surge in visitors thanks to a surreal cameo in Swift’s latest music video.
The video itself is a whimsical journey, featuring Swift alongside actor Domhnall Gleeson, encountering bizarre exes – a cactus and a rock – and navigating a distinctly British landscape. One key scene unfolds on the Whitgift Centre’s escalator, where Swift and Gleeson descend, enjoying pretzels, a moment quickly recreated by devoted fans.
Inside the centre, a Clarks shoe store was transformed into a shop dispensing a fictional “Opalite” spray, adding to the video’s dreamlike quality. Jo, the store manager, initially unaware of the star power filming within her walls, described the experience as “mad” and a welcome boost for the town.
Security guard Charlie Tomkins, sworn to secrecy during filming, revealed the lengths Swift’s team went to, including non-disclosure agreements and covering staff wages for store closures. He admitted, despite not being a fan, “good for them,” observing the now constant stream of fans posing by the iconic escalator.
The Whitgift Centre, once the largest covered shopping development in Greater London, has faced challenges in recent years, with footfall declining. Locals have mixed feelings about the attention, some bristling at descriptions of the centre as “abandoned,” but most agree the Swift effect is a surprising and positive development.
“Croydon used to be the place to be,” recalled Laura Williams, a local resident who visited with a friend to reminisce. “We used to come here every weekend.” The video has sparked a wave of nostalgia, drawing people back to a place that holds childhood memories.
The Opalite video wasn’t confined to Croydon. A north London working men’s club also played host to a quirky dance routine. The entire project, Swift revealed on Instagram, began with a spontaneous idea during an appearance on *The Graham Norton Show*.
A playful exchange with Domhnall Gleeson, who jokingly expressed a desire to be in one of her videos, ignited the concept. Within a week, Swift had sent him the script for “Opalite,” and the cast of the talk show eagerly joined the project, embracing a 90s aesthetic and a delightfully strange narrative.
Swift described the experience as “more fun than I ever imagined,” a creative whirlwind that brought together new friendships, striking metaphors, and unexpected fashion choices. The result is a music video that has not only captivated audiences but also breathed new life into a corner of London, proving that sometimes, the most unexpected locations can become the heart of a story.
The Whitgift Centre, once fading into the background, is now firmly back on the map, a testament to the power of music, nostalgia, and a little bit of Swiftie magic.
