At a time when, according to VML Intelligence, 56% of consumers agree that there is no sense of community anymore, brands are borrowing from these cultural hotspots to reframe engagement with their audiences.
Culture Clubs: The Third Spaces Influencing Fashion
Updates → Culture Clubs
Cafés, post offices, sushi bars, picnics. Fashion Week activations are pushing past traditional retail, tapping into the codes of third spaces to create richer, more immersive experiences.
Style Not Com x Zara led the charge in Paris with a pop-up café at Petit Bon. More than just a place to grab a coffee, it was a curated hub blending Zara’s accessibility with Style Not Com’s cultural influence. A wider network of pop-ups in London, Milan, and Paris coincided with fashion weeks, rounded off with free public talks hosted by Style Not Com’s founder, featuring industry heavyweights like Anna Dello Russo, Carine Roitfeld, Mel Ottenberg, and Sarah Andelman.
Elsewhere in Paris, Saint Laurent marked the reopening of its Rive Droite boutique on rue Saint-Honoré with an unexpected move: the launch of a sushi restaurant. An ultra-refined, candlelit space on the lower leveL fuses Japanese minimalism with Saint Laurent’s moody aesthetic. Fashion and fine dining, seamlessly intertwined.
Credit: Storey Studio
Credit: Storey Studio
In Milan, Loro Piana played with nostalgia, transforming a kiosk on via dei Giardini into a heritage-inspired post office. A nod to the brand’s archive advertising campaigns, the activation invited visitors to pick up vintage-style postcards, complete with a Loro Piana stamp, and send them straight from the kiosk. A love letter to the art of slow communication, reinforcing the brand’s commitment to craftsmanship and storytelling.
Meanwhile, in London, Prada Beauty made the most of the unseasonably good weather with a picnic-inspired pop-up. A three-day-only activation where visitors could explore a pistachio-hued dreamscape, scoop up (very chic) gelato, and win cult-favourite beauty products.
If fashion can borrow from post offices, cafés, and sushi bars – what’s next? How will brands further blur the lines between everyday culture and retail?
Find out how brands can take ownership of the spaces where culture happens. Dive into our New Cultural Horizons insight report for fresh ways to rethink retail beyond the expected.
