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Want to give your customers a little brand experience? Then open up a store. You're not a retailer? Who cares.... Companies are using retail space in imaginative ways to, quite...

Guy Brighton
  • 13 september 2004


Want to give your customers a little brand experience? Then open up a store. You’re not a retailer? Who cares…. Companies are using retail space in imaginative ways to, quite literally, give their customers a taste of their products. Isaac Mizrahi launched his range for the Target chain in a special store, Song – the value airline – announced their launch with a SoHo store where you could even try the seats and eat the food!!

Camper_store_notting_hill

Last year Spanish zapatos firm Camper launched a temporary store in London’s Notting Hill that allowed people to write what ever they liked on the walls and ceiling. The store has become so popular it remains open with comments and poetry in two dozen languages. Adidas this summer celebrated the Olympics by opening an ‘exhibition’ in a store on the fashionable Newburgh Street in London. The exhibition offered an ‘Olympic Archive 1928-1992’ which included Jesse Owen’s spikes and Muhammad Ali’s boxing boots. The store also sold limited edition sports apparel.

TrendWatching‘s September newsletter features several examples of this trend. The Meow Mix Company, maker of dry cat food, closed the doors of its Meow Mix Café, after just one week of retailing on 5th Ave in Manhattan. The 3,500-square-foot POP UP STORE served up culinary delights specially designed for cats. Low cost carrier easyJet launched the easyJet BeachClub in Bloemendaal aan Zee, The Netherlands in July. Later this month MTV in collaboration with Adidas, Levi’s and Sony Ericsson, MTV will tour German cities for a month.

Meanwhile Apple plans to roll out 10 ‘Mini Stores’ later this month to bring extra coverage to regions that already have a main store. The design of the mini-stores will mimic their larger cousins, including wall graphics and furniture but forego the usual “home” and “pro” sections and instead focus on applications: video, photo, music. A fourth new section will appear in the stores: “school life” for the campus mini stores and “business” or “iLife” for the other minis.

Target
Song
Camper
Adidas
TrendWatching
Apple Mini Store Article

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