THE CITY BRAND EXPERIENCE CONCEPT- A NEW APPROACH IN ATTRACTING THE I-4.0 AUDIENCE

THE LATEST TREND IN STORE DESIGN CONCEPTS ARE CITY CENTER EXPERIENCES POP UP OR PERMANENT SHOWROOM FLOORS. THESE GALLERY ART ALIKE DESIGN LAYOUT EXPERIENCE STORES ENTER THE VERY HEART OF SHOPPING CITY CENTERS AND GAIN ATTENTION BY ATTRACTIVE YET DRAMATIC SETTINGS AND SCENES ON DISPLAY. ITS A VERY CONSEQUENT STEP TO ENTER THE ART GALLERY FORMAT, AS THESE OPEN FLOOR FRAMES ALLOW A CURATED SHOWCASE OF EVOLVING THEMES BASED ON THE PRESENTED BRAND AND CONCEPT. A SINGLE SOFA IN THE SPOT, A POLISHED CLASSIC CAR, A SCULPTURE, FRAGRANCES, WHAT HAVE YOU, WILL BE VISIBLE CLEARLY AND IN THE RIGHT SETTING.

QUITE OFTEN SPECIALLY CAR SALES FACILITIES ARE TO BE FOUND ONLY AT THE PERIMETERS OF CITIES, AT THE BANLIEU SO TO SAY, SELDOM EASY TO REACH AND ONLY BY CHANCE A SPONTANEOUS BY – PASSER WILL BE SURPRISINGLY ATTRACTED BY WHAT IS TO BE SEEN ON DISPLAY AT THE TILED HALLS. CONTRARY IF A FACILITY WITHIN THE PEDESTRIAN PRECINCT OR CITY CENTER IS USED, WHERE NIGHT AUDIENCES, WEEK END WALKERS AND SHOPPING COUPLES PASS BY AND, BY SURPRISE, ARE MADE AWARE OF SOMETHING THE NEVER EVER HAD THOUGHT OF PRODUCT THEY WILL ESSENTIALLY WANT TO ACQUIRE RIGHT AFTER HAVING EXPERIENCED THESE WITHIN THE EXPERIENCE STORE CONCEPT. A REASONABLE THOUGHT, A CONSEQUENT APPROACH, IF THE SETTING IS WELL CURATED AND THE PRODUCT ON DISPLAY IS APPEALING TO THE AUDIENCE AIMED TO WITH THE PORTFOLIO.


I CAN CLEARLY REMEMBER WHEN BEING YOUNG AND HAVING HAD A NIGHT OUT IN THE CITY WHEN DISCOTHÈQUES WERE EN VOGUE AND FREQUENTLY DANCE PARTIES AT WEEK-ENDS CROWNED EACH WEEK, WE PASSED BY THEN WELL DECORATED ART GALLERIES, BOOK STORES, SHOE RETAILERS AND FASHION BOUTIQUES, WE REGULARLY WERE ATTRACTED BY PIECES ON DISPLAY, WE LINED OUT WHAT WE DESIRED TO ACQUIRED IN FUTURE WHEN SAVINGS WERE MADE IN ORDER TO MATCH THE PRICE TAG ON DISPLAY SETTING ONE BACK WITH WHAT WE BELIEVED WAS ESSENTIAL TO EXPRESS OURSELF AND OUR LIFESTYLE. WE DID BUY THE SUITS, THE SHOES, THE PEN, THE PIPE, THE SCULPTURE, THE EDGING, THE PAINTING, THE SOFA, THE LAMP, THE SILVER THE FALLOWING YEARS TO COME, SO DID OTHERS, A CONTINUOUSLY REPEATED STORY OF THE CLASSICAL AIDA CONCEPT: ATTRACTION- INTEREST- DECISION- ACQUISITION, A VERY SIMPLE BUT EFFECTIVE RETAIL STRATEGY SUCCESSFUL SINCE NEANDERTAL TIMES. THIS WAS THE AGE BEFORE THE INTERNET CAME, SAW AND WON, AND VIRTUAL BECAME MORE EVIDENT AND ATTRACTIVE THAN REALITY IN TERMS OF SHOPPING AND CITY PROMENADE EXCURSIONS ON THE HUNT FOR NICE OBJECT TO CALM THE DESIRE TO BUY SOMETHING FOR WHATEVER REASON. THE MOST OF THESE SMALL BEAUTIFUL WELL CURATED STORES ARE GONE WITH THE WIND SO TO SAY, THE LARGE RETAIL BUDGET HIGH STREET OFFERINGS HAVE EXTINCT THESE SMALL TREASURE SUPPLIERS WITH THEIR LIFE TIME EXPERIENCE CURATED PORTFOLIOS. AS THE RETAIL GIANTS SEEM TO IMPLODE, AND AS SOME CEO`S SEEM TO REMBER THEIR OWN EXPERIENCES IN THE REAL TOWN TIMES, FREQUENTLY AND ON HIGH RISE THE NEW EXPERIENCE STORE CONCEPTS POPPING UP DELIVER EXACTLY WAS HAS BEEN THERE ONCE BEFORE. SO FUTURE WILL BE A TRAVEL BACK TO THE ROOTS OF RETAIL DESIGN, FOR GODS SAKE, WITH THE REINVENTION OF THE SMALL SCALE CITY CENTER STORE CONCEPTS, GREAT NEWS FOR THE NEXT GENERATION. WILL WE ALSO SEE A REVIVAL OF THE DISCOTHEQUE AND NIGHT CLUB A LA STUDIO 54? ANYTHING SEEMS POSSIBLE AGAIN, WHAT HAS BEEN OF QUALITY ONCE, IS OF LASTING QUALITY THROUGH TIMES.

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