Stores & Spaces (159)
High-end design in aisle 6
The Design Supermarket is housed in the Milanese shopping icon La Rinascente, and is entirely devoted to design in its multiple expressions. The new space houses a wide range of products from microelectronics to lighting and kitchenware. Prices range from just a few euro to several hundred thousand.
Why it matters
This space is the contemporary equivalent of a market square. Could this move indicate that shoppers are tiring of the often cookie-cutter experiences that high-end stores offer? Are they instead craving more diversity and variation from their experiences? Is this something luxury brands will need to begin offering their consumers as the concept of luxury evolves?
What color of wallpaper should be shown behind a sofa on a furniture retailer’s website? Well, according to research, the color green makes consumers more sensitive to price, while blue wallpaper makes consumers more sensitive to comfort. We’ve had years to refine in-store marketing techniques; from layout and displays, to lighting, sounds - even the smells that make us want to buy. Now, the brain research behind in-store marketing has found a place online, and neuromarketing firms that specialize in how we choose what to click are seeing big business. Research also found that when consumers compared two items, they opted for the less expensive option. But when a third, more expensive item was shown on the page, consumers increased the amount they were willing to spend.
Point WC are a French company who offer "luxury" public toilets. The toilets are cleaned by staff after every visit to guarantee optimum cleanliness. Each one is individually decorated and features a mini boutique that sells make-up and toiletries.