Trend Journal: The rise in multipurpose stores

The rise in multipurpose stores
With the rise in online shopping, many people don’t visit physical retail stores, causing the space in these outlets to be underutilized. This growing trend of digital shopping inspires the design of the Miami-based Off-White flagship store. It has incorporated a flexible space that can be quickly adjusted for any cultural event. The multipurpose store doesn’t only focus on being a retail outlet in the Miami Design District.
Many cultural events occur in Miami's Design District, which means the flexible design will ensure the store hosts many events annually. The flexible space creates a storage area for the retail products in case of an event. It is made possible by a retractable wall that allows apparel to be stored in the rear. The shop caters to other activities in the front.
The store's interior uses corrugated metal and thinly stained concrete floors that give the store a lighter visual theme. Stainless steel shelves and marble rails are used to showcase the Off-White apparel. The frames are adjustable to create space. Additional space is also made by using movable furniture. The artworks ensure the store can be converted to host intimate occasions such as anniversaries or birthdays.
The Off-White apparel store reveals how retail outlets can create flexible designs in their interior that allows space for other events. With the change in shopping habits, brands can explore how space in their physical stores can be maximized to generate more revenue (DeZeen, 2020). This concept also shows the significance of using retractable walls and furniture that allow easy movement of objects in case of an event.
This concept is similar to the AT&T concept store in Seattle which aims to create a multipurpose store. Seattle is renowned for its thriving tech scene and coffee culture. So, this particular concept incorporates several aspects of digital shopping and traditional shopping. Their shop is inspired by the desire to create an environment that resembles the atmosphere of a living room. It allows the public to socialize, have coffee or host events, and use multiple technology platforms. The concept store also enables customers at home to order products through AT&T customized app. This ensures they can gain access to the store through the virtual space (AT&T, 2018). The goal of the AT&T lounge is to make innovative use of the space by making it a multipurpose facility. In this concept, a retail store, hangout space, and coffeehouse are under one roof. So, space can serve various consumer interests. The lounge’s design aligns with the local culture and taking into consideration the interests of the surrounding community. In this concept, AT&T partnered with local entrepreneurs during the design process to instill a localized flavor of Seattle’s Capitol Hill neighborhood. This has helped the lounge to create an ambiance that resonates with the vibe of the Seattle community. A notable aspect of this shop is the use of robots in coffee making. The use of these sophisticated technologies in the coffee store falls in line with the booming high-tech industry in Seattle (AT&T, 2018). This concept changes the customer engagement and ensures the space gives customers an all-round retailing experience.
The use of Window displays
Window displays can be powerful visual tools to lure customers to a store. Sculptor Kidger specializes in crafting excellent column pieces placed strategically in stores. In Browns fashion London-based South Molton Street store, sculptures of different sizes create an artistic window display. The flagship stores have large windows that have a clear view from outside.
The sculptures are of different levels with the store items placed on the top. The colors of the sculptures blend well with the interior. The sculptures are inspired by ancient Greek ruins and corrugated design with the rich texture adding more style to the store. The sculptures can be modeled to smaller sizes placed on tops of tables as larger ones are placed on the floor.
The best position to put the sculptures is next to the window to capture any passerby's attention. They are ideal for stores with large window designs, as this will bring an open view of the store’s fashion wear and iconic themes. These sculptures are made from Polyurethane foam dust, which may not be the safest material to use for modeling. Still, an expert sculptor like Kidger will ensure minimal harm is caused.
This use of sculptures in a flagship Browns store illustrates how these pieces can enhance artistic displays in fashion stores. Their ancient flavor creates an iconic theme in the store. Another critical aspect is they can be modeled to various shapes and sizes to cover the wide variety of fashion wear in the store (Design Milk, 2020). One downside is the use of PU foam dust, which can be toxic if not handled properly.
Another innovative use of window displays is seen in Gucci’s Hallucination campaign. It utilizes classic artworks that present a breathtaking view of Gucci stores. The display has artworks of animated characters dressed in designer wear. For outsiders, the display resembles some kind of art gallery and is a perfect way for Gucci to showcase its high-end products. Gucci’s Hallucination campaign is inspired by Spanish artist Ignasi Monreal whose artworks are combined with digital technologies to create an interactive experience for Gucci and its customers (Windowswear, 2018). Monreal’s artwork has helped the fashion brand to create a campaign where the artists use his animated characters to draw in customers to Gucci’s products.
Some of Gucci’s window displays feature mannequins seated in front of the digital art displays. The mannequins are dressed in colorful outfits that are sure to draw the attention of passersby. They also help create a theatre-like atmosphere for the shop which may appeal to many buyers. Monreal’s artwork provides excellent artistic illustrations for Gucci’s fashion products. Gucci’s stores make use of Augmented Reality (AR) to project artworks on digital screens near the Store’s large windows. What makes these stores even more unique is the QR code which is embedded in the windows. It allows passers-by to scan the code and download the Gucci app that will take them through the store’s innovative products and art gallery. This helps the fashion brand to create an immersive experience for buyers and allows them to market their products through emails and app alerts (Windowswear, 2018). These unique stores promote the concept that window displays can help brands enhance their digital marketing platforms.
Luxury brands Pop-up stores
The use of pop-up stores has become a widespread phenomenon among luxury fashion brands in China. Several global brands, such as Fendi, Dior, Burberry, and Bottega Veneta, have embraced this modern retail trend. It is used by these i...