The future of physical retail continues to evolve.
Recently, we spoke about LVMH’s approach of spending billions on some of the world’s most prime real estate. But the focus on human-centred destination experiences isn’t unique to the luxury segment. Case in point: Zara just opened a new flagship store in Shanghai designed by AIM Architecture (which appropriately stands for Authentic Immersive Matters).
Located on a major commercial street, the store looks like this and can be generally described as follows:
- Positioned on a prime open-air main street (versus an enclosed mall).
- Large amphitheatre-style seating on the ground floor that connects the store to the street and encourages people to linger.
- Beautiful interiors with not a lot of clothes on display — it has more of a gallery feel.
It is a clear example of fast fashion adopting luxury placemaking and brand immersion. The point is not to bombard you with clothing options. The point is a human-centred space that gives you an opportunity to experience the Zara brand and then decide if its products might help you better define your sense of self. It’s a media channel, giving you something you can’t get online.