Stores & Spaces (159)
The next chapter in fashion retail
STORY started as a startup fashion retail store and has now become a permanent pop-up shop: same location, but new retail layout every 4-6 weeks. Each month is a new “chapter”, such as COLOR, with an art-gallery installation feel, the point of view of a fashion magazine, and sells items like a small boutique.
Why it matters
The retail landscape is in flux due to a tension between bricks-and-mortar and online stores, and retail spaces need to become more than just a transaction-based consumer experience. Many stores will rotate merchandise to keep it fresh, but STORY has tapped into a retail experience that transcends the clothing for sale. They sell a fashion trend, not just articles of clothing and accessories, that is gone as quickly as it comes in. Can this transcend fashion retail and become a viable retail model to save bricks-and-mortar? How can you tell a new story through the store experience with your product or service?
Aépure is a new upmarket beauty retailer that sells high-end independent cosmetic brands. The stores are conceived in the style of a fashion magazine –where shop windows are designed as magazine covers and shelves as magazine columns.
The sampling shop Esloultimo only opens its doors to members who have registered and paid a €5 monthly fee. This fee not only gives them access to the store but also means they can take a maximum of five free products on their visit. The store has two sections, one that holds samples of cosmetics, hygiene products, cleaning products, food and beverages, and the other is a display/tasting area where consumers can see or test products in store.