Online shopping is the way to go rn (we’re all doomscrolling on Vestiaire 24/7), but there’s a hype of concept stores in the culture. This is part of a wider experiential shopping movement of pop-ups and brand events, which have almost become a way to reintroduce consumers to shopping IRL.
Cult London concept store LN-CC reopened its doors earlier this year, the space was shut in 2020 and the business ran as online only for a few years. It has encouraged our customers to visit,” LN-CC buying and creative director Reece Crisp told us. “Our space is truly a destination – it’s there to excite and immerse people within the world of LN-CC.”
“Awareness-wise it’s been fantastic,” Crisp says: the luxury retailer has linked up with a bunch of brands to host the l8te space – events at the store to celebrate launches, panel talks and parties – and offers in-store exclusive stock and experiences to bring the community in, boosting brand awareness. “It allows us to show what and who we are.”
Other luxury retailers, like DSM, are doing that, too, hosting events, and popping off with installations and exclusive in-store experiences. A physical space encourages customers to experience the pieces IRL – actually touch them, feel the fabrics, try pieces on, smell perfumes, skim through books – and let visitors escape into an aesthetic retail bubble. Because shopping online is fun but shopping IRL can slap harder.
Featured image LN-CC©
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