October 12th, 2021

Insight article

Why are brands embracing fault & exaggerating flaw in their physical retail environments?

In this month’s report we look at the reasons for brands embracing fault and exaggerating flaw in their physical retail spaces, from an appreciation for storytelling to an appreciation for the environment.

We also identify a number of materials and production techniques that a brand might draw upon to curate the perfect “imperfect” environment riddled with fault and flaw, including recycled materials, repurposed materials, materials produced for texture, raw and unfinished materials, asymmetric design and faux vieux decor.




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