Ahead of speaking on the panel IRL Retail Design in a Digital Age, Whereabout founder and creative director Gabriela Baiter explains how the studio helps digitally native brands as well as retailers like Uber and Floyd enable dynamic, interactive, memorable experiences that foster community and drive engagement

If the future store doesn’t look like a store at all, then what is it? It’s a coworking space, a gallery, a wellness sanctuary and so much more, says Gabriela Baiter, founder and creative director of experiential retail design studio Whereabout. Located at the juncture of brand marketing and retail innovation, Whereabout aims to transform passive showrooms into meaningful brand outposts for today's consumers, helping brands to navigate the future of retail through pop-ups and in-store experiences.

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