The travel retailer Hudson has unveiled the next-generation store experience for Brookstone customers.
Hudson acquired the assets related to the operation of Brookstone stores in US airports and also obtained the right to be the exclusive airport retailer to operate Brookstone stores in fall 2019. (Brookstone filed for bankruptcy in 2018 and went on to close its mall stores.)
The company has reimagined the Brookstone store experience with a new design that includes sleek, ultra-modern interior, an expanded product assortment and immersive digital elements. Elements of the reimagined Brookstone have been incorporated into locations at Nashville International Airport, Norman Y. Mineta San Jose International Airport, Seattle-Tacoma International Airport (SEA) and the Virgin Hotels Las Vegas. Hudson plans to open new stores featuring the full redesign in the coming months.
The new Brookstone store exterior is warm and inviting, blending soft ambient lighting with shades of Brookstone’s signature blue. Inside, an open floor plan and interwoven design elements encourage exploration and inspiration throughout the entire spaces. Informational screens, hands-on product demonstrations from store associates and other interactive touchpoints combine to make the store an immersive oasis for travellers of all ages.
Space in the store is divided into branded discovery zones to promote ease of use. The fixtures are completely modular, allowing for a seamless transition of products to provide first-time and repeat shoppers alike with the latest innovative products, the hottest on-trend items and seasonal favourites. Key zones include audio, luggage, massage, travel essentials, wellness, tech essentials and STEM.
