Page 66 - RLI November 2019

THE NEw SEPHORA ExPERIENCE
Barcelona, Spain

HOUSE OF VANS
London, UK
3. The Community Experience shoppers worldwide. Split across three floors, the location ITV has confirmed a new multi-million entertainment customer experiences that Nike has never done before,
One way to describe the community experience features a Windows Mixed Reality area of AR experiences attraction, celebrating TV blockbuster I’m A Celebrity… including the largest collection of Nike shoes for sale
Retailtainment trend is to compare it to a local shopping like the HoloLens, as well as an Xbox area with a real Get Me Out Of Here! The new attraction will open at in the world, a “speed shop” filled with popular items
mall, if the mall had one brand and many activities aligned McLaren Senna supercar synced to Forza Motorsport 7 on The Lowry’s brand new The Watergardens development available for grab-and-go buying, and incorporation of
to create a phenomenal (largely free) customer theme a digital screen. There is also an entire floor dedicated to at MediaCityUK. The I’m A Celebrity… Jungle Challenge new features from Nike’s shopping app, including instant
park. Foot Locker’s ‘power store” that launched in Detroit both professional and casual gamers, where Microsoft plans will open later next year as an epic 2,500sq m indoor purchase. One floor is dedicated entirely to sneakers
in the US is a concrete example of this. It is an over to hold gaming tournaments while introducing gaming to entertainment feature in Manchester, featuring the iconic — including an area specifically for women’s shoes —
8,500sq ft space and described as a hub for local sneaker new audiences with Xbox One S and Minecraft. Last but Base Camp, Croc Creek and Snake Rock in the ultimate while another is dedicated entirely to men’s clothing.
culture, art, music and sports. Footlocker has consciously not least, a classroom-style community theatre sits on the jungle encounter. The action-packed family entertainment Women’s and kids’ clothing share a floor. The store is
positioned the brand within a lifestyle adventure of art, second floor and is designed to host workshops, training and centre promises to take campmates into the heart of the also completely module. The walls can be moved, and
culture and music in a massively shareable (think Instagram) special Microsoft events. With this store, Microsoft has joined jungle where you’ll need to navigate a series of obstacles and the store can be entirely shifted using a grid system in as
environment. Another version of this is the House of Vans the ranks of other destination stores dedicated to providing challenges. Guests will face their fears, test their nerve and little time as a day.
in London. Again the brand seems almost secondary to the more than just an ordinary shopping experience. agility and venture into the jungle canopy, collecting stars as Meanwhile at Lush, the motto is ‘Going the extra mile’
vast array of experiences on offer: Live music, art, street Also in London, Tiffany’s ‘Style Studio’ in Covent Garden they go to be crowned king or queen of the jungle! Jason for customers — especially those who prefer interaction.
culture, fashion, cinema, a BMX track designed by skaters marks luxury’s step towards a more relaxed customer Pullen, Managing Director of Lifestyle Outlets added: “Our With product demonstrations and valuable advice
and a cafe. The size of this community Retailtainment hub interaction, personalisation and performance. The more partnership with ITV is an exciting development in our goal found throughout its stores, employees are put through
is 30,000sq ft. Inside all of this lives the Vans brand, part of than 2,100sq ft space features a perfume vending machine to create a new generation of Outlets by creating unique extensive training to serve customers with the right
the unconscious mind as the customer (who may not know and a while-you-wait leather embossing and engraving leisure and shopping destinations with entertainment at their tools and knowledge in order to make Lush the ultimate
they’re a customer yet) has an amazing Retailtainment service where shoppers can create their own monograms heart. I am delighted to reveal that “I’m A Celebrity… Jungle destination store. It’s not just about people either; it’s
experience. The community designed experience takes and designs on a screen before transferring it to jewellery Challenge” opening at The Watergardens, MediaCityUK next about the senses as well. Thanks to a wide combination
shopping out of the shop and into a sports arena, art or other items. Tiffany’s doesn’t just offer exclusive shopping year will be the first of its kind in the UK. I am confident that of technology, the company gives customers the option
gallery, restaurant or all three (or more), it is a hub where events either — the retailer holds a space at the back of the the experience will be a huge draw for people across the to pay with tablets, while also housing a demonstration
>> Gen Alpha will meet regularly in the future. store for special client events, parties and artwork exhibitions North West and beyond as they look to get closer to the area that holds large sinks and baths. As a result, the Lush
CONTINUED exampleS of ReTaIlTaInmenT from young artists working with the international art fund, action of this iconic TV show.” in-store experience is a high-sensory one that’s raised the
World-renowned brand Nike last year opened a
Outset. Tiffany’s is also transparent in the type of customer it
bar in experiential shopping. Its Manchester location is
FROM Unveiling its first European flagship earlier this year targets — the store is open until 10pm and tailors to younger state-of-the-art flagship store in New York City officially now a package-free store doing its bit for the environment
PAGE 63 in London, Microsoft recently joined an ever-growing list consumers who often shop late, shop for themselves and look named the Nike House of Innovation. Spanning six floors by letting customers use tech to find product information
of experiential retailers catering to the changing habits of for personalisation as part of their shopping experience. and 68,000 square feet, it is packed with brand-new normally found on packaging.

NIKE HOUSE OF INNOVATION
New york, US

FARFETCH’S STORE OF THE FUTURE LUSH
New york, US Manchester, UK

NOVEMBER 2019 RETAIL & LEISURE INTERNATIONAL 67