Stores & Spaces (159)
Adidas opens a runners club
The Tokyo Adidas store has re-invented itself to double as an urban runners club. The new space includes 16 shower cubicles, 248 lockers for rent, cutting-edge Adidas shoes and clothing available for borrowing. Expert staff are also available to offer tips and recommendations.
Why it matters
With convenience loving consumers enjoying instant access to an influx of supporting services (online and offline), brands are capturing their attention by helping them make the most of their daily lives instead of the old model of simply selling them a lifestyle idea. Becoming a center of gravity in their routines is also a great way to execute smart targeting and cross-selling strategies.
How can your retail storefronts morph from selling to serving?
“Casa Coop” is an on-line sit-com made by Coop (Italian supermarket chain) and spread on a social network owned by the brand. It is based on the daily lives of real people represented by actors including those who work in the supermarket. Scenes are shot within the stores themselves.
“Nivea Moving Shop” is a mobile store that drives Nivea products around Italian cities on board of a blue Ape by Piaggio.