{"id":160785,"date":"2019-01-28T14:58:56","date_gmt":"2019-01-28T14:58:56","guid":{"rendered":"https:\/\/www.theindustry.fashion\/how-retail-is-entering-an-age-of-bonkers\/"},"modified":"2021-08-12T13:54:43","modified_gmt":"2021-08-12T13:54:43","slug":"how-retail-is-entering-an-age-of-bonkers","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/how-retail-is-entering-an-age-of-bonkers\/","title":{"rendered":"How retail is entering an age of bonkers"},"content":{"rendered":"\n

<\/p>\n\n\n

The biggest retail opening of 2018 was <\/span>Coal Drops Yard <\/span>in Kings Cross<\/a>. This former Victorian railway sidings for coal coming into London from the north has been transformed, thanks to Thomas Heatherwick, into a contemporary retail destination.<\/p>\n

While the kissing roofs are elegant and memorable, the rest of the development is less inspiring. The brand list is the type concocted by an architect who is shopping like a design magazine<\/strong> rather than the realities of retail in 2019. It feels a bit 10 years ago and doesn\u2019t acknowledge the recent Guccification of the world. We really don\u2019t need anymore boring \u201cdesigner\u201d shops. <\/span><\/p>\n

A case in point is the Paul Smith store. Housed in the former Bagley\u2019s nightclub, you\u2019d expect some sort of crazy ecstasy interior: testament to the many clubbers who wore Paul Smith on the dance floor. But, no. There\u2019s even a white wall.<\/strong><\/p>\n

It\u2019s 2019 and we\u2019re in the \u201cAge of Bonkers\u201d when it comes to retail<\/strong> and if a shop doesn\u2019t have you reaching for your phone to take a picture straight away then they\u2019re clearly doing something wrong. Retail needs to wow, it needs to shock, it needs to entertain, otherwise you can get everything else online. <\/span><\/p>\n

You need people to mouth \u201cthat\u2019s cool\u201d when they walk in<\/strong> or see something, especially when you\u2019re trying to create a destination, as is the case here. This isn\u2019t need: this is visitor attraction with the hope of souvenirs purchased. It\u2019s that excitement and rush of shoppers' adrenaline that makes people glad they left the house. It\u2019s not just about being conceptual, it\u2019s about fun, wit and being relatable and current.<\/p>\n

We often forget how experimental retail once was. From the Victorian pioneers of the department store to the independent boutiques of the 60s to the cool minimalism of the 90s and this was all pre-internet. Now, it\u2019s more important than ever to give physical retail<\/strong> a fighting chance and bonkers it should be.<\/p>\n

Examples include Koibird in Marylebone and Gentle Monster,<\/strong> the Korean eyewear brand, who opened their first UK store on Soho\u2019s Argyll Street last year, both creating and refreshing interiors that stimulate and keep people coming back.<\/p>\n

The Koibird store recently closed for two months while the interior was changed from their beach concept to their ski store. Founder, Belma Gaudio, established Koibird out of her frustrations of not being able to find clothes to match her holiday destinations. The new ski concept is another instagrammable interior<\/strong> featuring the colourfully rounded Koibird \u201cK\u201d. \u201cKoibird is on a mission to inject some much needed playfulness into skiwear.\u201d Gaudio told British Vogue<\/em> when she recently unveiled it.<\/p>\n

Gentle Monster, a Korean sunglasses and optical glasses brand founded by Hankook Kim, was established in Seoul in 2011. \u201cI <\/span>wanted the products to look as if they were being exhibited<\/strong>,\u201d said Kim in 2016. Today, they have over 40 stores worldwide and employ 6 people to design its eyewear compared to 60 people to design the store visuals. This shows the priority of their interiors within the company and the Seoul flagship is transformed every 25 days. <\/span><\/p>\n

While these types of continual makeovers can be expensive, it can also be minimised with enough imagination. This is the traditional idea of changing windows becoming a fully immersive and experiential retail experience.<\/p>\n

Fragrance is something physical and as such, Ostens, a new perfume brand by Laurent Delafon and Christopher Yu, has created a pop-up store in Marylebone, to showcase its debut. Open until the end of February, it is an abstract showcase of their new brand.<\/strong><\/p>\n

\n

\"We love spaces that drag you in, that speak to your curiosity.\"<\/p>\n<\/blockquote>\n

\u201cWe love Gentle Monster, we love spaces that drag you in, that speak to your curiosity<\/strong>. And this is the main idea behind Ostens: olfactive curiosity and discovery through the exploration of the ingredients,\u201d says Delafon.<\/p>\n

\u201cSo, we set up the space in three distinct areas, part of \u2018journey\u2019 taking you from the ingredient to the perfume: the Rose oil from Isparta, in the neon lit front room, magnified and presented like an objet d\u2019art.\u201d he says.<\/p>\n

\"All the rooms are appealing, they are fun, they are Instagrammable, and they are attracting people that wouldn\u2019t necessarily been attracted by a \u2018normal\u2019 perfume shop<\/strong>,\u201d says Delafon. \u201cIf you create spaces that are enjoyable, exciting and surprising places for your consumers to interact with the brand, you enhance their experience, and you make the whole purchasing act much more than simply about the product,\u201d he says. <\/span><\/p>\n

\u201cThe idea is to change the whole set-up of the store every two months.<\/strong> Like an art gallery would change its exhibitions. We intend to move Ostens to a central location, where the store will be more of a white box in which we will be able to rotate sculptures, videos installations, theatre sets, interactive displays..To parody Magritte\u2026 'this is not a perfume shop\u2019!\u201d says Delafon.<\/p>\n

Retailers are fighting for people\u2019s time. You need something to grab people\u2019s attention, make them stop and have a desire to enter and explore. Half the battle is getting your product in front of people,<\/strong> then at least you have a chance of a sale.<\/p>\n

The home page on Koibird\u2019s website reads \u201cNever Boring\u2026\u201d and this is exactly how physical retail needs to think.<\/p>\n\n\n

\"Gentle
Gentle Monster<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

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