Exploring the future of retail experience

How do you create an experience which is inspiring, encourages interaction and elicits an emotional response without being able to touch anything? That was the creative challenge we set ourselves, as stores remained closed and it became clear that retail would need to evolve and innovate in order to survive.

The result of this thinking is five experiences which respond to our collective needs and emotions provoked by the unusual times we are living through. Multi-sensory spaces where scent, sound and visuals combine to create moments to feel connected with others, be uplifted by joyful news, and to explore faraway lands.

The experience within each room is connected to a journey of product discovery using Augmented Reality. The product offering is explored through your own smartphone, with a seamless transition between the physical and digital realms, allowing for a curation of items which is perfectly suited to your tastes, informed by your data and personal preferences.

Pushing beyond just a purchase, the space also encourages you to connect with others, send messages and gifts, and show your support for important causes. The experience also serves to highlight current issues and have a point of view, fostering community through shared experience and participation.

Upon entering the experience, you are welcomed by a unique cleansing moment. Today’s consumer needs spaces that optimise hygiene + safety, whilst offering a memorable experience. But hygiene doesn’t have to be boring, instead you’ll be cleansing in technicolour using a sculptural, cast concrete sink.

Once you’ve washed your hands, choose a face mask to suit your mood and let people know how you feel.

In the face of the chaos brought on my the pandemic, and the merging of wellness and retail spaces, future retail experiences could serve as spaces to offer respite and a break from the world outside, a safe haven.

More than ever before, we expect brands to use their platform purposefully, to offer more than just a sale, to stand for something and bring people together. Consumers are seeking experiences that align with their own values and feel authentic. Experiences can inspire individuals and communities to take action and use their purchasing power for good.

We’ve all had a moment to pause and take stock, appreciate what is important to us, and be thankful for what we have. We’ve seen an increase in kindness and a strengthened sense of community.

Translating that into retail, we consider how a purchase could also be a token of support, whether that’s a gift for a loved one, a care package for someone who needs it, or a product that supports a cause. As we feel the impact of the economic downturn, paired with an increased sense of compassion, consumption will become more conscious.

Uplifting, joyful, playful, bold. It’s what StudioXAG does best. We all need some of this right now. We see retail creating more spaces for total physical immersion and storytelling. Transportative spaces that demand your attention, ensure you stay in the moment, and make you smile.

The lockdown forced us all to remain in one place, at the same time the physical restrictions accelerated trends and incredible innovation in the digital realms. We explore this dichotomy and consider what if we could escape to anywhere in the world, whilst remaining in the very same place? We’re excited about digital fashion, and what it could mean for the future of our industry and the future of the planet.

Inside the capsule, a 3D scan is taken of your body to create your own perfectly proportioned avatar, ideal for trying on a plethora of virtual fashion. Find something you love? Have it delivered to your home later. Choose your ideal escape and watch your surroundings transform in 360° as you transport yourself to a faraway escape; the beach, the mountains or the forest complete with a fabulous outfit to suit.

A one way journey with a clearly defined path that guides you through, each experience increasing in colour intensity until you are immersed in a rich, deep orange. You exit adjacent to where you began, completing your journey, don’t forget to wash your hands on the way out!

Experience first, with a seamless integration of digital and physical, driven by data to offer a unique proposition just for you. Conscious consumption, with an emphasis on community connection.

We believe this is the future of retail experience.