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?
Designer store Louis Vuitton put on an alternative flower show at their new London store situated in The Village at Westfield shopping centre. The luxury fashion house teamed up with Turner Prize-winning artist Jeremy Deller to unveil an urban garden which sprawled from the doors of the store into the shopping centre for a fortnight, before being donated to the local community in Hammersmith.
Grocery chain Kochhaus in Berlin has implemented an extraordinary retail strategy. Instead of simply grouping common food types together, the store is entirely structured by meal recipes. At each ‘recipe stall’ customers get all the ingredients together with the cooking instructions so they can prepare their own meals at home.