At a time when bright and shiny examples of omni-channel retail, mobile-first shopping, social media and the metaverse grab most of the headlines, one can be forgiven for forgetting about the power that brilliant, offline physical retail experiences still hold.
Recently, despite there being no shortage of tech-based and virtual innovations, we’ve noticed a real renaissance of physical-first stores that offer shoppers an escape from the always-on, hyper-connected digital world.
In this article we highlight five tactile, sensorial stores that encourage customers to experience things with their hands and their senses. These retailers and brands demonstrate their expertise through experiences that are fun and rewarding, and they concentrate on getting the basics of design, lighting and merchandising right.
There is something daring about opening a shop that is purely analogue in 2022, but as these examples attest, it is perfectly legitimate if the experience is well thought through.
Aesop Sensorium
Aesop has built a new addition to its Sydney flagship that invites customers to move away from the hustle and bustle of the shop floor and focus on the power of its scents. The Aesop Sensorium, built by Snøhetta, is positioned as an oasis where customers can take part in a series of unique olfactory experiences while talking to brand experts.
In contrast to the more industrial steel and grey that characterises the main shop floor, the cave-like Sensorium uses a soothing pastel pink aesthetic. Most interesting of all is the infusion chamber at the back of the space where customers are invited to place a scarf or coat to have it imbued with their favourite scent, creating a memorable keepsake of their retail experience.
P448 New York
Premium Italian sneaker brand P448’s first permanent US store is a gathering space that mashes together elements of Italian, New York and street culture. The store includes a number of fun storytelling elements throughout to encourage visitors to take pictures and record content as they visit the space. The quirky branding that blends P448’s Italian identity with New York starts in the front window with the placement of an Italian Ice cart.
Inside sneakers are arranged on a deli counter, in an ice box and inside a mail box, while brand messaging adorns the walls in the form of graffiti and street posters. The location also includes a bench in front of a branded wall and a catwalk.
Cover Story
Plastic-free paint company Cover Story has opened its first store in Helsinki where it invites customers to explore colour in new ways.
Throughout the store, large tables dominate the space, where shoppers are encouraged to play with a set of coloured geometric blocks. Each of the brand’s 32 colours is represented in these blocks, so that shoppers can move them around to try out different colour combinations. The brand’s paint colours are also displayed on a colour wall inside.
Foot Locker House of Play
Foot Locker has started to roll out family focused stores that include play zones for kids of all ages. Operating under the Kids Foot Locker brand, the first House of Play location opened in Miami in late 2021, with the second now open in Dallas.
The stores are split into three different zones, which each focus on a specific age group: toddlers, small kids and big kids. Each zone includes shoes and apparel for that demographic alongside age-relevant playscapes and activity areas that aim to make the visit to the store more fun and less transactional. While the younger two age group’s spaces include play equipment, the big kids section has study tables and stools for school kids to relax at.
Balenciaga London
Luxury fashion brand Balenciaga has given its London boutique a dramatic makeover to celebrate its popular Le Cagole line. The shelves, seating, walls and floors of the boutique have all been completely covered in pink faux fur, creating an almost otherworldly environment within the store.
The new look, which is said to have taken three days to create, was on display for a month between mid-April and mid-May 2022.
If you’re interested in any of the themes discussed in this article, get in touch with rachel@gdruk.com to find out how GDR’s consultancy, inspirational speaking, trends and sector reports can help drive positive change in your business.