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Boosting brands through purpose driven spaces

Innovation and inspiration to kick start your week


LUXURY CAR BOOT SALE
Vetements | Hong Kong
The cult brand took over the Kai Tak cruise terminal with a pop-up sale inspired by the brand’s relocation from Paris to Zurich. Limited edition collaboration items such as Vetements X Tommy Hilfiger hoodies; Reebok trainers and DHL raincoats, were juxtaposed with Alpine memorabilia at high end prices.
Household takeout: Rethink the traditional luxury codes by retailing high-end product in a low-cost experience, driving retailer reappraisal while creating brand buzz.
 

FUNCTION MEETS FUN
Neobio | China
Fantasyland themed restaurant tackles the problem area of impatient children at meal times, combining an adventure park and dining area. Kids can play in transparent crawl-aways and play pools, within easy sight, whilst parents enjoy their meal at a more leisurely pace.
Household takeout: Brands do not have to sacrifice aesthetics to create functional spaces that have a broad appeal. Uniting the two can help attract an untapped customer base.
 

PURPOSE DRIVEN SPACES
‘Watch this space because place making will be the saviour of the high street.’ Our recent Campaign article explores how brands such as Apple and Amazon are reinventing the nature of physical locations, to benefit everyone. Brands are creating a sense of place within their own spaces, and stores are becoming the new service hubs. Ultimately, the retailer that wins is the one with the customers who don’t want to leave the brand space and also don’t have to.
 

 
$3.3tn estimated millennial spending power by 2018 (Oracle, 2017)
SCREEN TO SHOPPING BAG
Dote x Freeform | US
Millennials favour purpose driven brands and spaces as they bring together like-minded brands with a shared lifestyle appeal in one easily shoppable touchpoint. Fans of TV show ‘The Bold Type’ can use the Dote app to instantly shop their favourite characters’ looks. The service was launched ahead of the show’s second season in response to strong viewer demand to purchase outfits from the show.
Household takeout: Access untapped revenue streams through like-minded brand partnerships, broadening the brand’s presence across channels.
 
Images courtesy of Dote, E-architect, Stanley Cheng and Amazon Treasure Truck

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