Living the brand _
Blurring boundaries between retail and hospitality
"It strikes us that there is extremely furtile ground in the intersection between retail and hospitality."
How many times have you read about a new retail concept providing the ‘ultimate brand experience’ only to find, in reality, it falls short of this promise?
Very often this is because traditional retail environments aren’t able to fully recreate the context required for consumers to immerse themselves in the brand and product offer. Recognising this shortfall, many forward-thinking brands across the globe are becoming more creative and blurring the boundaries between retail and hospitality to create environments that more naturally set us at ease and help us to ‘live’ the brand in the most literal sense. We explore some of the key design directions and most innovative initiatives shaping this trend…