Consumers can take advantage of immersive experiences like a multi-story locations featuring new items, archival collections and galleries

Experience-driven store designs allow consumers to get to know not only a brand's products, but also a story as well. Cutting-edge retailers are creating immersive environments where consumers can get to know the brand in a personalized and interactive setting.

Our researchers have documented various methods brands are using for storytelling in the physical retail space, where interactive merchandising stood out. Here's how retailers like Nissan and Nike are reimagining the customer experience by bringing the store to life:

Nissan
Automotive brand Nissan is introducing a showroom experience for mall-goers in Paris that combines the best of digital and physical retail. The Nissan City Hub store focuses on Nissan’s electric vehicle catalog and is slated to open in the Vélizy 2 shopping center with plans to quickly expand into other major cities in Asia and Europe. The hub’s experience will be screen-heavy and will prompt shoppers to purchase cars online for either pickup at the hub or for home delivery.

Nissan

Matchesfashion.com
Online-first fashion retailer Matchesfashion.com is complementing its digital business with an experiential store in a five-story Mayfair townhouse. The store serves as a space for events, such as dinners and musical performances, a studio on the top floor, and a café with a rotating roster of chefs. Shoppers have access to the retailer’s full range of online inventory, and any online item they request will be delivered to a dressing room within 90 minutes. The store uses a proprietary POS app that tracks every interaction, from online purchases to event attendance, to give a complete view of its customers.

Alexander McQueen
Luxury fashion brand Alexander McQueen has opened a 11,000-square-foot flagship store in Mayfair that celebrates the brand’s history and lets shoppers explore the brand’s most iconic looks from current collections and archives. The first two floors house the brand’s latest items, while the third floor showcases archival pieces, along with photographs and artwork. The top floor is dedicated to in-store events, focusing on exhibitions and talks for fashion students.

Nike
Nike’s NYC flagship store delivers an exclusive experience for NikePlus members. Nike Arena also features the store’s service desk, where visitors can learn about in-store offerings, check in or book Nike Expert appointments, as well as make returns, check out and schedule same-day delivery. Dubbed the Nike House of Innovation 000, the space aims to engage brand fans via in-store activations and simultaneously deliver an exclusive membership experiences for core customers.


Lead image: Nissan

Experience-driven store designs allow consumers to get to know not only a brand's products, but also a story as well. Cutting-edge retailers are creating immersive environments where consumers can get to know the brand in a personalized and interactive setting.

Our researchers have documented various methods brands are using for storytelling in the physical retail space, where interactive merchandising stood out. Here's how retailers like Nissan and Nike are reimagining the customer experience by bringing the store to life: