How Luxury Brands Like Fendi And Sephora Are Engaging Customers With Immersive Pop-Ups And Conventions

How Luxury Brands Like Fendi And Sephora Are Engaging Customers With Immersive Pop-Ups And Conventions
Beauty

From Roman piazza-inspired pop-ups to 'phygital' interactive experiences, retailers are continuing to develop immersive activations that showcase as well as educate consumers on the latest product offerings

PSFK
  • 17 october 2018

Today’s consumers want more than just a conversation—they want to take part in the action. They increasingly are viewing brands as a valuable resource and seeking opportunities to create and collaborate.

Brands are accordingly exploring ways to act as both a partner and a platform to their customers, offering access to programs, initiatives and tools that allow shoppers to connect and participate. From beauty and high-end fashion to furniture, here’s how three luxury-oriented retailers are driving engagement by offering innovative interactive experiences:

Sephora
The ‘SEPHORiA: House of Beauty’ from beauty retailer Sephora is a two-day experience that provides beauty fanatics education, inspiration and immersive and shareable moments. The consumer-facing event hosts more than 50 beauty brands in interactive rooms that merge the physical and the digital experience. Guests also have the opportunity to meet with influencers, brand founders and other industry pioneers, as well as attend classes and take home personalized products.

Fendi
Luxury fashion brand Fendi created a whimsical pop-up shop inside London department store Selfridges designed to evoke the feeling of a Roman piazza and give shoppers a one-of-a-kind experience that they can share on social media. In addition to exclusive merchandise, the pop-up also features a stand with gelato adorned with the brand’s logo, a retro photo booth and an in-store professional calligrapher, who can create and customize postcards that guests can send from the shop. Another booth will offer “balloon drops,” with special-edition Fendi balloons freely distributed in limited quantities twice a day.

Burrow
Burrow, a direct-to-consumer luxury furniture brand, opened its first standalone store in New York. At Burrow House, visitors can hang out in front of a fireplace, watch movies in a private screening room and even create their own videos to share in a green screen studio.

This is just a snapshot of how modern luxury retailers are revamping upscale shopping. For more examples of how high-end brands are activating and engaging the customer with exciting and memorable retail experiences, see PSFK’s report Defining The Modern Luxury Experience Across Brand Touchpoints.

Today’s consumers want more than just a conversation—they want to take part in the action. They increasingly are viewing brands as a valuable resource and seeking opportunities to create and collaborate.

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