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?
‘Kilo fashion’ is a temporary store that sells clothes per kilo. Choose your piece, weigh it on the balance, print the tag and put it on.
No Need 4 Mirrors (nn4m.com) is a new online alternative to changing rooms. It allows the user to mix and match combinations of clothes and accessories from a growing database of high street retailers including Topshop, Monsoon & Debenhams. Consumers can also use the ‘Group Shopping’ feature to show friends your virtual outfits so you can get their feedback before you buy.