Play, art, and spectacle give people a reason to visit that no website can match. The gallery store is one version. Playgrounds, hidden rooms, and games are others.
My takeGentle Monster became iconic through its hyperreal faces and interactive tech. In Shenzhen it partners with other brands, so the store feels like a concept store. Photo moments alone fall short. A store has to put social first, with outsized moments people recognize on their feeds. Fun works hardest as a product trial, as in the play zones at DICK'S House of Sport.
02Spatial technology
Tech that earns its place
LED walls of campaign content are on their way out. Store technology now has two jobs. It helps the shopper choose, through fitting, diagnosis, and recommendation, or it tells the brand's story through the space itself.
My takeFrom my work as a creative technologist with brands, I know that chasing the latest tech trend falls short. Shoppers care about tech that is either useful or fun. AI, for example, can deliver personalized product education at scale. Tech also overlaps with making the store fun, since it can create stunning immersive effects.
03Community
Programming and clubs over product
A calendar of classes, run clubs, events, and repairs brings people back between purchases.
Today at Apple and Starbucks Reserve set the model (CAAD), and Alo now runs a Wellness Club in London (Footwear Magazine).
My takeTie events to what is already happening in the city. During the Chicago Marathon, Nike ran a pop up next to its permanent store with free medal engraving and other programming. A steady calendar builds a loyal fan base.
04Experiential merchandising
Customization and limited drops
Making a product your own moves from a side counter to the centerpiece.
My takeWork with local artists on limited edition drops that bring people in this weekend. People love things they can find nowhere else.
05Experiential merchandising
Retail meets hospitality
Cafés and lounges move from extras to the core of the store.
My takeCafés suit retail, from Corgi Café, open around the clock in SF, to the pop up cafés of tech brands. They offer a low entry point and a reason to linger. They host talks and workshops, and they give shoppers time with brand specialists.
06Community retail
Tiered formats, each with a job
Flagships carry the big experiences. Smaller stores and partner shops serve neighborhoods with a tighter edit.
My takeNike's tiers make a good model. House of Innovation holds the big budget experiences, and community stores hold local artists, murals, and customization. Nike's closures show that the community tier is the hardest to sustain alone. Partner stores fill that gap.
07Window design
Windows that do something
The window is the first zone of the visit. The strongest ones respond to people on the street and promise what the store delivers inside.
My takeA window that reacts to people walking past turns attention into footfall.