We’re heroing three of our top picks from new retail in 2017
1. Muji – Tokyo, Japan
Having translated their signature minimalist aesthetic into clothes, furniture and Tiny Houses, the brand’s recently renovated Tokyo flagship ventures into food – a first for the brand. Locally sourced produce is displayed in wooden crates alongside advice on creating seasonal dishes with the fresh ingredients. Communications also indicate which local farmers grew the produce, encouraging customers to have a closer relationship with what they buy.
Household Takeout: Muji’s expansion fulfils their brand mission to play a role in all aspects of customers’ lives. Ultimately, brands will succeed when customers don’t want to leave the brand’s space, and also don’t have to.
Read more about purpose driven spaces here.
2. b8ta – California, US
The Santa Monica concept store is designed for customer discovery. Presented as an immersive demo and display lab rather than a traditional retail environment, products are unboxed and customers are encouraged to try out the latest tech. The store collects customer data through concealed sensors, to provide product makers with analytics, from dwell time to engagement.
Household Takeout: Data generated by customers, from purchase history to location information, is key to creating a smart store experience that can flex to customers’ changing needs and continually learn from customer behaviour.
Read more about the role of data in retail here.
3. Petersham Nurseries – London, UK
Petersham Nurseries’ new lifestyle outlet brings the garden back to Covent Garden. The elegant emporium is made up of a shop, delicatessen, florist and wine cellar, dedicated to celebrating beauty in simple things. Flowers and foliage recreate a greenhouse atmosphere, transporting customers into an oasis of calm – a floral refuge in the heart of the city.
Household Takeout: Brands can tap into local stories to give their space pulling power and connect to a bigger cultural narrative. Physical stores act as interactive billboards for brands, converting passers-by to brand advocates through sensory, memorable experiences.
Read more about creating a sense of place here.