044 TALKING POINTS
Regardless of the results, the challenge is always fascinating and empowering. But eyebrows are discreetly raised in disbelief when I hear about the brave challenge of having to imagine and deliver the ubiquitous store of the future. Te changes the world of retail is facing seem to be unprecedented. Tey are radical and profound, affected by variable influences, not just the natural development of design trends and shopping styles. Tey are deeply rooted in political, social, environmental, and generational issues bridging across a radical cut between old and new formats and cultural stands. Tere are current staple formulas when we think of future shopping environments which have become prime factors. Te integration of digital technology into the physical space to activate new communication lines and reach new demographics seems now like deja vu. Likewise, the need to create memorable connected in-store experiences enhances the perception of brands, driving sales and long- term engagement. Brand activation through storytelling, events, pop-ups, entertainment, and hospitality, with the use of technology to inform, educate and amuse are current everyday tools for designers and retailers alike.
Not even the most unreceptive, ‘stuck in the past’ retailer or consumer would be inclined not to embrace these new principles or at least accept the effect they have. Tey have become basic tools required, like the need for basic shelves or hangers to display garments, but perhaps not sufficiently ground-breaking enough anymore to represent the store of the future. WOW, a daring concept illustrating the above well has recently opened in Madrid, aiming to blend the physical and digital worlds and pointing towards a new type of retail. Te unconventional, slightly gimmicky design plays like an extraordinary theatrical stage, aiming for the ultimate flexibility, promising constant changes every season and exploring technical innovation reflecting their online offering through interactive systems. On a recent visit to Dubai as the signs of the pandemic decreased, retail seems to be quickly resurrecting. Drawing some similarities to the bold approach of WOW, the Mall of the Emirates has seen the opening of THAT – a new concept store taking over the
retail space by Majid Al Futtaim. It deserves top marks for its obvious desire to fulfil their mission to attract a Millennial market as well as those always looking for something more exciting. It combines well-curated ‘cool’ brands with technological innovation. Always through a playful and stimulating design approach that seems to be based on generating the energy and agility to react to the moment like a giant size pop-up store. Majid Al Futtaim has also recently collaborated with Cisco, a worldwide leader in IT and digital transformation, to launch, quite literally, the so-called Store of the Future in the Mall of the Emirates. Elevating the traditional shopping experience by incorporating digital retail to introduce customers to a futuristic shopping journey. It’s not the products that are that different in their objective of targeting a new audience, but rather a series of cameras, sensors and artificial intelligence technology working in harmony to personalise the shopping experience. On one hand, looking at technological advances I feel like humanity has better days ahead. On the other hand, I wonder if this is the only way. When it comes to digital innovation, there is no doubt Apple comes first on the list and their Knightsbridge store opening totally endorses this statement. It is interesting to compare the previous examples with something as familiar as an Apple store. Teir stores never claimed to be for the future, but they were from the start. Teir identity communicates variations of a minimalist design not supported by unnecessary thrills or gimmicks, keeping the excitement strictly linked to the products and the architecture of the space. Teir attitude is based on traditional retailing values, such as the excellence of the product design, a no-nonsense presentation and personal service through their Apple Genius Bar. Te storytelling to engage the shopper at an emotional level is restricted to the minimum and as a direct link to the performance of their products.
Teir belief in rather classic retail values does not jeopardise the place Apple has in opening doors to the creation of the Store of the Future model. Luxury fashion brands are facing not just the need to refocus the concept of luxury itself for a new generation, but of finding the new design vocabulary that will
project them well into the future, giving them longevity.
Balenciaga is a case to highlight. As a fashion brand needing to update their image in line with their creative direction, they are not afraid of radically cutting away their past links with the masterful elegance of their original creator, nor the design of their new retail presence. Judging by a new store in London’s Sloane Street, the future might look unglamorously different.
Tere is an aesthetic narrative running through the store that could either be perceived as a garage building site or an uncompromising and exquisitely detailed architectural concrete shell, depending on how customers want to see it. Te approach resembles the attitude of the Arte Povera
AARON HARGREAVES / FOSTER + PARTNERS
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