Taylor Swift's Croydon Video Sparks Escalator Pilgrimage at Whitgift Centre
Taylor Swift fans have been making unexpected journeys to a South London shopping centre to capture photographs on its escalators, following the pop superstar's surprise appearance there in her latest music video. The Whitgift Centre in Croydon, which first opened in the 1970s, has suddenly found itself thrust into the global spotlight after Swift selected it as the setting for her track Opalite.
An Unlikely Setting for a Global Star
The video, released on February 6th, shows Swift gliding down an escalator positioned opposite a Clarks shoe shop, leaving both social media users and local residents astonished by the unconventional choice of location. Scenes were reportedly filmed at the shopping centre in November last year, with the release sparking immediate visitor interest.
Clarks manager Jo revealed that people have been arriving specifically to photograph the escalators since the video's debut. "It was only our store that was used. It was mad," she said. "Obviously, it was all secret, so it was a relief when it all came out. We didn't know who it was at the time. Our windows were turned into the spray bottles. It was great. It looked like there was some soul and life in here."
Mixed Reactions from Croydon Residents
While some residents have welcomed the attention, others have expressed bewilderment at Swift's choice of venue. The shopping centre, more commonly associated with its worn-out appearance than pop stardom, was transformed into a nostalgic haven for the video shoot.
Friends Laura Williams and Eve Burgess decided to revisit the centre after recognising it in Swift's video. "Croydon used to be the place to be," said 23-year-old Laura, a Costa manager. "We used to come here every weekend. We saw online it was an 'abandoned shopping centre'. When we were kids, it was busy all the time, but I guess it kind of is abandoned now."
Eve, 25, added: "I thought [Swift's video] was made with AI. It's so weird. Why would she come to Croydon?"
Debate Over Croydon's Image and Future
Steph Deering, a lifelong Croydon resident, was less enthusiastic about the American star's presence. "I don't like her at all," the 27-year-old said. "Her music's the same old, same old. I prefer Queen. No one knew she was here. Why here? Like, why? All of the shops are closed. She could have chosen somewhere else."
In contrast, Kimberley Roberts, a former Claire's Accessories employee, praised Swift for spotlighting the largely deserted shopping centre. "If she's putting Croydon on the map, I am now her biggest fan," said the 42-year-old. "I used to work down here at Claire's for years. Now, it's dead as a dodo. I used to enjoy coming to Croydon, but now it's sad and empty."
Behind the Scenes and Local Impact
Fakto Ecclesia, a busker who performs outside the Whitgift Centre, recalled seeing preparations for the shoot last year without knowing their purpose. "No one told me," the 46-year-old said. "I saw them setting it all up. Taylor Swift's alright; all the criticism is just from people who are jealous."
The video features British singer Lewis Capaldi, Irish actors Domhnall Gleeson and Cillian Murphy, and presenter Graham Norton. The concept reportedly originated when the cast appeared together on the Graham Norton Show, with Gleeson humorously expressing his desire to feature in one of Swift's music videos.
Local Labour MP for Croydon West, Sarah Jones, expressed excitement about the filming, posting on social media: "Not every day Taylor Swift films a video in Croydon's Whitgift Centre!"
The unexpected attention has sparked conversations about whether Swift's appearance might grant the ageing shopping centre a fresh lease of life, even as visitors continue to arrive to photograph the now-iconic escalators.
