Retailers are doubling down on technology and redesigned stores that fuse digital and instore experiences. This piece takes a look at the most creative pop-up and concept stores around the world, showcasing the combination of physical and digital to create ‘phygital’ developments.
Stranger Things concept stores
You’ve watched the series, streamed the Kate Bush song and now you can enter the upside down world in a pop-up store on the Champs-Élysées avenue, France.
The 400 square metre Stranger Things store opened at the end of June and is due to close in September. It offers fans the chance to pose for pictures on the well-known couch in Joyce’s room as well as explore Hawkins’ laboratory. It almost goes without saying, the background music comes from the ‘80s, as do the arcade games on offer.
The immersive experience comes with a wide selection of show-related merchandise including T-shirts, scrunchies and backpacks, as well as a wide range of products featured in the show.
New York fusion of art and fashion
Fashion and immersive digital art have come together at Salvatore Ferragamo’s new concept store in Greene Street at the heart of New York’s Soho district. The space is a collaboration with New York digital artist Shxpir, well known in the NFT circles.
Visitors can use hologram technology to create their own personalised trainers which appear live on screen as different looks are tried to perfect the right look. Shoppers can also interact with digital backgrounds created by Shxpir and create their own artwork which can be minted on the Etherium BlockChain via the OpenSea marketplace.
Shoppers can also choose from a range of T-shirts and sweatshirts that have been created through a collaboration between Salvatore Ferragamo. The store’s open all summer until the end of September.
Gucci doubles down on crypto
Luxury fashion retail has become the first US business to accept both ApeCoin and Euro Coin via the BitPay cryptocurrency payment platform. It is vowing to roll out its policy of accepting 10 cryptocurrencies to all its American stores by the end of August.
Relaunch of ‘most interesting’ store
Showfields already claims to provide the most interesting retail experiences in the world and now it has revamped its New York store around the concept of living an inspiring life.
More than a hundred brands are on sale across three themed floors which each represent a different time of day. The first, ‘Sunrise’ is a fusion of art and work space with a gallery sponsored by French aperitif brand, Lillet. Its opening exhibition is entitled ‘The Art Garden’.
The second floor, ‘Sunset’, is dedicated to self-care and relaxation products, including a range of CBD products. The floor also features an area dedicated to allow mothers to breastfeed babies.
The third floor, ‘Dusk’, is themed around getting ready to go out for the night with ready-to-wear fashion and accessories on offer including a line from the sustainable clothing brand, For Days.
Vertical farming arrives in Asturias
Those who say the future of food is indoor vertical farms where crops are fed by water can now see the technology in action for themselves. Masymas has set up its own in-store vertical farm. Plants are grown all year round without the need for pesticides or herbicides in the sustainable module at its supermarket in Parque Pincipado in Asturias, North West Spain.
Customers are invited to pick what is growing as well as take home a plant so it can continue to grow at home. At the moment, produce is what you would expect from a European supermarket but the business has revealed it going to diversity in the future around themes, such as the upcoming ‘Trip to Asia’.
Shoes and fashion in the metaverse
British footwear brand, Clarks, has partnered with the makers of the popular computer game, Roblox, to launch a virtual reality area. Entrants can personalise their character’s shoes to wear in the so-called Cicaverse and then decide whether to enjoy a virtual parkour, BMX or breakdancing experience. Those who excel stand the chance to be crowned Champion of the Cicaverse.
British luxury retail designer, Philip Plein, has launched a ‘crypto concept’ store in London. Not only can shoppers pay for items with any one of 25 cryptocurrencies, they can also view and buy NFT art alongside traditional, physical pieces.
Indian shoppers can try on virtual specs
MyValueVision.com, one of India’s leading eyewear brands has launched a home delivery service called Eyewear on Wheels. It allows customers to pick frames and select lenses which they can then try out online, through a virtual mirror. The selected glasses are then delivered to their door.
Credit: Mood Media, global specialist in customer experience at the point of sale
