Page 45 - #201 September 2025

SPECIAL FEATURE
- Adaptive Retail Spaces

From Temporary

to Transformative

5 5

1 ETAIL POP-UPS and adaptive retail spaces represent a major shift individual gallery HVAC control and fully customizable layouts, High Line Nine
in how brands connect with customers, moving away from static is ideal for intimate receptions, corporate events and fashion shows. Earlier
R stores toward flexible, experience-driven formats. Pop-ups are this year, it was home to COVERGIRL, who partnered with the High Line
temporary retail activations - lasting from a single day to several months Nine gallery for a pop-up event. The gallery was transformed into a winter
- used to launch products, test markets or create buzz. Their appeal lies in wonderland-themed space to launch a new product, featuring activations

exclusivity, urgency and the ability to generate immersive brand experiences like an ice block photo booth and a “Find Your Lip Shade” station.The event
without the commitment of long-term leases. Adaptive retail spaces, on the was designed to be an immersive and interactive experience for attendees,
other hand, are permanent environments designed for flexibility. Through stopping passers-by in their tracks.
modular layouts, interchangeable displays and integrated technology, these A recent example of adaptive retail spaces are the boom in music pop-up
spaces can be continually reconfigured to meet changing consumer needs, shops, which are gaining popularity because they offer a unique, immersive
host events, or showcase rotating brands. Together, they embody agility in experience for fans and a valuable way for artists to connect with their
retail: pop-ups bring energy and innovation, while adaptive spaces provide audience. These temporary retail spaces, often located near concert venues,
the infrastructure that allows brands to evolve quickly. Both models share provide exclusive merchandise, limited-edition items and a chance to interact

-
key benefits, including reduced risk, sustainable reuse of space, stronger cus with the artist or their brand in a more personal way.This trend is fuelled by
tomer engagement and seamless integration with digital and omni-channel a desire for unique experiences, a shift in consumer behaviour towards brand
strategies. For example, a department store might dedicate an adaptive zone consciousness and the power of social media to amplify the buzz around these
to seasonal pop-up brands, or a sneaker company might launch a temporary events. The return of Oasis and their first tour in years has been a major
shop in a modular venue with digital storytelling. In essence, pop-ups are example of this. They also launched these pop-up sites in the US as they
2
the tactic for short-term excitement, while adaptive spaces represent the embarked on their American leg of the tour after multiple sold out shows
3 long-term strategy of future-ready retail. and retail spaces in the UK.
In addition, adaptive reuse of retail spaces is transforming how we think JW Pei, a Los Angeles-based fashion label, has opened its first New York
about commercial real estate, with underperforming or vacant retail loca- City store in SoHo. The store, located at 42 Crosby Street, also marks the
tions being repurposed into community assets like healthcare facilities, edu brand’s first foray into the ready-to-wear category with the debut of its
-
cational hubs, residential units and even logistics centres. This trend offers Spring/Summer 2025 collection. The pop-up store opened on 6 June and
economic and social advantages, saving on construction costs, reducing will be open until December. The new pop-up marks a major milestone for the
environmental impact and creating jobs while addressing community needs. brand as it makes its NYC retail debut and enters the ready-to-wear category
In an article entitled ‘7 Trends Shaping the Future of Retail Real Estate’ by for the first time. In addition to the main collection, limited-edition drops and
Mary Kate McGrath, she explains that the era of e-commerce is here and as a exclusive colourways will be released exclusively at the NYC location, with
result, many defunct big-box stores and malls remain vacant or underutilised. announcements made via JW Pei’s social channels.
Innovative developers are reimagining struggling retail assets as mixed-use, ASOS, the British online fashion retailer, opened its first-ever US pop-up
residential or light industrial properties. The strategy, known as adaptive store in New York City’s SoHo neighbourhood. The pop-up, located at 120
reuse, is most commonly used in the push to convert abandoned post-pan- Wooster Street, was called “Summer, Styled by ASOS” and showcased the
demic office space into residential units. However, adapting underutilised brand’s Summer 25 collection for both men and women, alongside accesso-
retail spaces is also a sustainable, creative solution to the declining demand ries. The two-storey space opened on Friday 13 June and remained open until
for in-store shopping. 22 June. ASOS saw this pop-up as a way to bring its trend-led fashion to life
Closer to home, across the UK, retail destinations are evolving from sin- in the US and used it as a test-and-learn opportunity to explore future retail
gle-purpose retail hubs into adaptive, multi-use environments that can evolve experiences in other US cities.
4 in step with consumer demands. By blending food, entertainment, leisure and Coach is once again pushing the boundaries of experiential retail with
retail and by designing spaces that are flexible, destinations can be created the relaunch of Coach Airways 2.0, an extraordinary fashion pop-up housed
that remain relevant, resilient and capable of driving long-term growth. This inside a retrofitted Boeing 747 at Freeport A’Famosa Outlet in Alor Gajah,
is the viewpoint of Kitty Vaughan, Head of UK Leisure & F&B at Pradera Malaysia. Originally recognised by the Malaysia Book of Records as the
Together, pop-ups and adaptive retail spaces represent flexible, experience-driven retail 1. JW Pei, New York City, US Lateral and you can read more about their upcoming adaptive retail project country’s first fashion retail concept set within an actual aircraft, the newly
that adapts quickly to changing demand. In this day and age, consumers are increasingly 2. Charlotte Tilbury, Dubai, UAE Freight Island later. upgraded experience signals the brand’s commitment to imaginative sto-
3. Oasis Live’25, Manchester, UK
For example, High Line Nine is a premier events venue located in Chelsea,
rytelling and next-gen luxury. Unveiled in June 2025, the revamped Coach
drawn to experiences over transactions and pop-ups bring the excitement, while adaptive 4. ASOS, New York City, US steps from Manhattan’s iconic High Line. Offering interconnected, versatile Airways boasts a striking new aesthetic that fuses aviation nostalgia with
5. Coach Airways 2.0, Alor
retail provides the infrastructure to support ongoing change. Over the next four pages, we Gajah, Malaysia spaces with state-of-the-art sound, it provides a dynamic and upscale atmos contemporary design. From the moment visitors step aboard, they’re trans-
-
offer a glimpse into this world and what it offers customers. phere for everything from intimate receptions to large corporate events ported into a curated universe of bold interiors, vibrant cabin displays and a
or fashion shows, ensuring memorable and personalized experiences. With fully refreshed cockpit, reimagined as part showroom, part fantasy escape.
square footage ranging from 500 to 1,200 SF, 12’0” to 13’7” ceilings and Every detail is a nod to both Coach’s heritage and its forward-facing spirit.
skylit art walls soaring up to 22’, the venue provides an impressive, light-filled At the heart of the experience is a sense of playful sophistication, under-
atmosphere. Natural light floods each space through skylights and monu- scored by cameos from Rexy, Coach’s signature dinosaur mascot, who makes
mental windows, while Erco Optec lighting ensures every detail shines. With charming appearances throughout the installation. The updated interiors
44 RETAIL & LEISURE INTERNATIONAL SEPTEMBER 2025 SEPTEMBER 2025 RETAIL & LEISURE INTERNATIONAL 45