In Brief

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...

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!!

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.

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