How can Nike win in multi-brand retail?

As Nike evolves it's approach to retail, The One Off suggest 4 key areas that can help the brand win in multi-brand sports retailers.

Last week saw the return of Elliott Hill to Nike, re-joining the business as CEO, with a clear objective from day one.

Much has been written about how to get the Swoosh back on track. One consistent theme being discussed is the need for the brand to re-engage with 3rd party retailers across the globe and do a better job of showcasing its brand and product in their stores.
Over the last 10 years of working with Nike, we’ve been at the forefront doing exactly this with multi-brand retailers across Europe, and we take great encouragement from the results we’ve seen our work achieve, and what this might mean for the brand moving forward.
The north star that has guided all our work with Nike, has been our mission at The One Off - Inspiring Customers, Creating Profit. This mission reflects our ability to understand consumer mindsets, and to align these with both the brands mission to “bring inspiration and innovation to every athlete in the world” as well as the operational and commercial considerations that drive each of the retailers’ businesses.
We see 4 key areas that Nike can leverage to get back on the front foot in 3rd party retail:
<h2>Category Leadership</h2>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Football%20overall.png" width="2870" height="1958" loading="lazy" alt="Football overall" style="height: auto; max-width: 100%; width: 2870px;">
Nike’s dominance in key categories, most notably running and football has been put under pressure in recent years, both by well-established competitors and new challenger brands that have enjoyed strong growth during Nike’s focus on DTC channels.
This influx of new brands however creates an opportunity for Nike. With more brands fighting for share of voice within multi-brand retailers, and retailers often lacking the resources to provide an experience that will grab attention, and help shoppers understand the right product for them. There is the need for a category leader to drive the elevation of the category and inspire and engage shoppers.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Football%20detail_HR.jpg" width="743" height="495" loading="lazy" alt="Football detail_HR" style="height: auto; max-width: 100%; width: 743px;">
Nike’s new Football boot concept has been implemented into several European retailers. Premium materials and production techniques have been used to elevate the feel of the department within the retailers. Innovation stories, linked to end uses, allowing shoppers to understand which products suit their needs and goals. A combination of physical and digital media is also used to facilitate decision making, allowing shoppers to validate any research they have done prior to visiting a physical store and driving conversion.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Running%20overall.png" width="2642" height="1762" loading="lazy" alt="Running overall" style="height: auto; max-width: 100%; width: 2642px;">
The new running category concept for Sports Direct, developed in collaboration with Nike, had a truly consumer-centric approach, guided by a desire to create the ideal shopper journey through the department.
This meant that brands took a step back, and shoppers were allowed to navigate the space and range by end use, rather than brand.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Running%20comms_HR.jpg" width="743" height="496" loading="lazy" alt="Running comms_HR" style="height: auto; max-width: 100%; width: 743px;">
Communications from the retailer were developed at a category level to help educate shoppers, who might be new to running, with O2O product finders utilised to help shoppers choose, find and purchase according to their needs.
<h2>Remove Friction</h2>
Post pandemic, discretionary spending has been driven down for most shoppers. In tandem, retailers have come under increased financial pressure in part due to the cost of returns, a result of shopper behaviour, purchasing multiple items online to try on at home.
This has created a space where Nike can play an important role adding value to both the shopper journey, and the retailers’ operational challenges by helping guide shoppers to the right product for them.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Ochner%20running%20unit.png" width="1866" height="2182" loading="lazy" alt="Ochner running unit" style="height: auto; max-width: 100%; width: 1866px;">
Swiss sports retailer Ochner were experiencing challenges within their running category, and the treadmills that were once a key feature in all their stores to drive footfall were increasingly underutilised by shoppers.
An RFID enabled lift and learn table allowed shoppers to learn about the benefits of trail, road, and track Nike shoes and to compare models. QR codes linked shoppers to the best local running routes, expert product reviews and the ability to shop the product online if they weren’t ready to complete their purchase just yet.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Ochner%20interface.png" width="3152" height="2178" loading="lazy" alt="Ochner interface" style="height: auto; max-width: 100%; width: 3152px;">
The results spoke for themselves with 46% of shoppers in the running department engaging with the experience, and a 79% increase in Nike running shoes.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Bra%20studio%20overall%202_HR.jpg" width="743" height="496" loading="lazy" alt="Bra studio overall 2_HR" style="height: auto; max-width: 100%; width: 743px;">
Sports Bra’s has historically been a category that is very hard for women to shop in multi-brand retail. Typically ranged within brand departments with each brand using different terminology and communications making it hard for shoppers to compare and understand which would be the right product for their body and the types of activity they would doing.
The “Bra Studio” developed in partnership with Nike and Sports Direct brought all brands together into one space, ranged by levels of support – aligned to specific sports activities to give the shopper a simplified journey.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Bra%20studio%20interface.png" width="2724" height="1478" loading="lazy" alt="Bra studio interface" style="height: auto; max-width: 100%; width: 2724px;">
The physical space is supported by a Bra Finder app, accessed through touch screens, on the retailer’s website, and on a shoppers own mobile device. The communications journey for this was developed in collaboration with a breast health expert, to ensure we could guide shoppers through their purchase journey to find the right product first time.
<h2>Retail Theatre</h2>
Increasingly, consumers prefer shopping physical stores that offer experiences beyond traditional shopping.
As a brand, Nike is steeped in history, has compelling innovation stories inherent in its products and is interwoven with popular culture. Each of these areas gives us the ability to create memorable engagements at retail through storytelling and experiences.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Jumpan%20overall_HR.png" width="743" height="1084" loading="lazy" alt="Jumpan overall_HR" style="height: auto; max-width: 100%; width: 743px;">
Shopping is increasingly seen as a social activity in younger cohorts of consumers, and by providing opportunities for shoppers to engage with simple physical challenges in store, we have been able to bring to life the Nike brand in highly engaging ways.
The AI powered Jumpman experience, developed in collaboration with Jordan saw over 20,000 engagements within the first 4 months of being in-store, providing shoppers with a unique experience, and the retailer with valuable insights into the shoppers they had in-store, and the ability to re-market to them following engagement.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Product%20launch%201.png" width="2332" height="1482" loading="lazy" alt="Product launch 1" style="height: auto; max-width: 100%; width: 2332px;">
Despite all the changes in how we shop today, newness is still one of the primary drivers of footfall into physical retail. By celebrating new product launches in theatrical ways that hero the product and allow shoppers to experience it in a highly engaging way we can create excitement, re-invigorate interest in the Nike brand and drive product demand.
<h2>Community and Connection</h2>
Since Covid-19 lockdowns, consumers crave community bonds and expect brands to help facilitate connection and reflect their communities authentically and with respect.
The need for stores to move away from a “one fit out for all locations” model to one that better reflects the communities and people that it serves has never been more apparent. It’s here that Nike can add value to its retail partners in the way that its brand shows up in store.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Billy%20J%20illustration_HR.png" width="743" height="156" loading="lazy" alt="Billy J illustration_HR" style="height: auto; max-width: 100%; width: 743px;">
In-store communications within brand areas in multi-brand retailers presents an opportunity for Nike to bring to life the brands core messages and heritage through the lens of local artists. By ensuring we are partnering with up-and-coming talent The One Off have been able to give Nike a credible link to the communities that the retailer serves and have met Gen-Z’s preference for anything under-the-radar.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Run%20club%20group.png" width="1776" height="1668" loading="lazy" alt="Run club group" style="height: auto; max-width: 100%; width: 1776px;">
Once reserved for app-based groups or brand store activations, recent years have seen the proliferation of store based community groups from multi-brand retailers.
By thinking outside of their own communities, and partnering with retailers Nike can reach new audiences, and consumers that have moved away from the brand who may not choose to engage with one of their DTC channels.
<h2>In Summary</h2>
Whilst there is work to be done, in part to re-build relationships with retailers, Nike have innovated in 3rd party retail over the last 4 years with several ground-breaking initiatives that have helped build the brand and drive sales. If the success, we have had in working with Nike to “Inspire Customers. Create Profit.” can be replicated across other retail accounts, we are confident in Nike’s ability to win in 3rd party retail again.
Please get in touch via <a href="mailto:Hello@theoneoff.com">Hello@theoneoff.com</a> if you’d like to find out more about our previous work with Nike, or how we can help you.
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Last week saw the return of Elliott Hill to Nike, re-joining the business as CEO, with a clear objective from day one.

TOO Retail Safari - London

Introduction&nbsp;

Our 3D team embarked on an exciting retail safari in London, with the aim of exploring and drawing inspiration from existing retail store designs. The purpose of this journey is to gain valuable insights into the latest trends, innovative design concepts, and fresh ways of thinking. In turn, this will help elevate our own design process and practices as we move forward.
Outernet
Outernet has created a 360-degree immersive space that transports you into Rembrandt’s famous ‘Christ in the Storm on the Sea of Galilee,’ bringing the 1633 painting to life. The motion and scale of the artwork offers a new way to experience this historic masterpiece with audio and lighting adding to the experience. A truly reimagined way to interact with the world’s masterpieces.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2125.jpg" width="872" height="655" loading="lazy" alt="IMG_2125" style="height: auto; max-width: 100%; width: 872px;">
Arc’teryx
One of the team's favourite designs of the day was a fresh, sustainable store that celebrates the spirit of outdoor adventure. The in-store experiences included after-purchase services like cleaning and repair options on the lower ground floor, alongside a customisation bar and cleaning station. Throughout the space, pops of well-lit genuine plants reinforce the “don’t fake it” attitude, allowing the store to evolve and adapt over time. Store staff have noticed how the landscapes within the system are already changing, adding a sense of nature and a 'bigger picture' connection to the space and its material palette.
The overall atmosphere is inviting and open, with the re-opened existing glazed ceiling feature on the ground floor adding to the sense of airiness. Clear navigation and well-placed photography help separate products by gender, making the collections easy to browse. Store staff were nearby to offer advice but maintained a welcoming and relaxed attitude.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0902.jpg" width="910" height="683" loading="lazy" alt="IMG_0902" style="height: auto; max-width: 100%; width: 910px; margin: 0px 10px 22px 0px; float: left;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2137.jpg" width="910" height="683" loading="lazy" alt="IMG_2137" style="height: auto; max-width: 100%; width: 910px;">
Oakley
Oakley is enhancing the retail experience with Covent Garden’s sleek, tech-forward approach to their latest renovation in their latest flagship Covent Garden store. Their diverse product range is supported by a clear communication hierarchy and a digital ticker that keeps customers informed and engaged. Eye-catching pops of yellow combined with an interactive touch screen display in the entrance way, both attracts and excites, encouraging you to browse the newest product drop before committing to go further.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_6652.jpg" width="4032" height="3024" loading="lazy" alt="IMG_6652" style="height: auto; max-width: 100%; width: 4032px;">
Uniqlo
The brand has taken over a grade II-listed former Victorian carriage hall, in Covent Garden which features an open courtyard and vaulted glass atrium.
The space effectively balances density and openness with a cohesive design and a light, airy material palette, ensuring it feels welcoming while retaining a high number of products on display. Strategically placed dwell areas enhance the shopping experience, encouraging you to spend longer in the store, while clear communication guides customers effortlessly through the store to find the right product for you. The layout encourages exploration with exciting features like a top-floor cafe and garden roof terrace, both using materials and textures to connect you to the brands story of its Japanese heritage. We were all huge fans of the check out methods in Uniqlo, effortless and frictionless transaction using paperless check out with the easy option to self check out with RFID tag drop basket zones.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2210.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2210" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0540.jpg" width="4032" height="3024" loading="lazy" alt="IMG_0540" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0537.jpg" width="5712" height="4284" loading="lazy" alt="IMG_0537" style="height: auto; max-width: 100%; width: 5712px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2220.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2220" style="height: auto; max-width: 100%; width: 4032px;">
Lush
The design team created a striking contrast with bold packaging against a neutral backdrop, allowing the products to stand out while complementing the building’s authentic character. Insightful and engaging staff further enhance the experience, making it both fun and immersive.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2261%203.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2261 3" style="height: auto; max-width: 100%; width: 4032px;">
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_6772_2.jpg" width="4032" height="3024" loading="lazy" alt="IMG_6772_2" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2248%202.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2248 2" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2269%202.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2269 2" style="height: auto; max-width: 100%; width: 4032px;">
The North Face 
Upon entering the store, the ceiling-suspended fixtures create an expansive, open atmosphere, while the store layout frames product moments with immersive, large-scale graphics that immediately encourage exploration. A subtle yet invigorating scent greets you as you walk in, drawing you deeper into the experience. As you venture further into the ground floor, the center of the space reveals a standout installation—a lounge area featuring oversized dry bags custom-printed for the brand, complemented by a custom rug and striking sky barrisol above. The sound and lighting in this area create a welcoming pause, offering a relaxing retreat within the dynamic environment.
Downstairs, a "Chill Room" allows customers to interact directly with products by trying on clothing designed for specific environments, including sub-zero temperatures. This not only informs customers but also deepens your understanding of the brand's authenticity and making informed purchase decisions. Very Impressive!&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0571%202.jpg" width="103" height="196" loading="lazy" alt="IMG_0571 2" style="height: auto; max-width: 100%; width: 103px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2288.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2288" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2304%202.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2304 2" style="height: auto; max-width: 100%; width: 4032px;">
Omega X Selfridges 'The Corner Shop'
The digital shop front is a standout feature, grabbing attention with its striking visuals that underscore the brand’s deep connection to swimming and the Olympics. Its captivating design, seamlessly integrated across all marketing channels—including the hit advert featuring Olympic athletes transforming Paris into a dynamic playground creating a cohesive memorable and impactful experience. The innovative play on scale across all platforms truly embodies the Olympic spirit.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_6901.jpg" width="4032" height="3024" loading="lazy" alt="IMG_6901" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2311.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2311" style="height: auto; max-width: 100%; width: 4032px;">
Nike x Jacquemus
Set within Selfridges, the well anticipated Nike x Jacquemus pop up did not disappoint! The oversized shopfront props and brand swoosh attract customers, creating a striking yet playful first impression.
Once inside the space, which is relatively compact, the central giant Nike swoosh handbag stands out with its vibrant red colour, visible from afar, while shoppable collections line the perimeter. At the base of the swoosh, there’s an engaging seating area that highlights the brand collaboration, with welcoming staff on hand to take photographs perfect for Instagram-worthy moments. However, it is worth noting that the swoosh's proportions have been compromised to fit the space due to ceiling height constraints.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2318%202.jpg" width="910" height="683" loading="lazy" alt="IMG_2318 2" style="height: auto; max-width: 100%; width: 910px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_2326%202.jpg" width="4032" height="3024" loading="lazy" alt="IMG_2326 2" style="height: auto; max-width: 100%; width: 4032px;">
Jellycat X Selfridges
This visit was the most energetic and engaging experience of all, thanks to its bold, vibrant colours that create an unforgettable and immersive environment from the moment you step inside. The theatrical staff further elevate the experience with an extra layer of engagement, making the visit not only dynamic but exceptionally entertaining.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202024-08-20%20at%2014.59.27.png" width="3812" height="2472" loading="lazy" alt="Screenshot 2024-08-20 at 14.59.27" style="height: auto; max-width: 100%; width: 3812px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0593.jpg" width="5712" height="4284" loading="lazy" alt="IMG_0593" style="height: auto; max-width: 100%; width: 5712px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_7117.jpg" width="4032" height="3024" loading="lazy" alt="IMG_7117" style="height: auto; max-width: 100%; width: 4032px;">
Adidas
The space truly stands out with its vibrant and captivating digital displays and impactful product moments. Powerful lighting adds character, enhancing key areas, and makes them feel personalised while subtly guiding customers through different departments and product moments within the space. The disruption of zones within throughout the store journey made spending time in the store very enjoyable when browsing and not only shopping with intent.
One of our favourite takeovers on the ground floor would be the eye-catching Ultra Boost 5 campaign area. This space serves as a focal point, drawing attention and creating an Instagrammable engaging, dynamic experience. The overall sports palette, run track flooring and orange tinted colour wash felt premium and youthful with its energy. A must see!
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0607.jpg" width="5712" height="4284" loading="lazy" alt="IMG_0607" style="height: auto; max-width: 100%; width: 5712px;">
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202024-08-20%20at%2017.31.42.png" width="1352" height="1742" loading="lazy" alt="Screenshot 2024-08-20 at 17.31.42" style="height: auto; max-width: 100%; width: 1352px;">
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_1105.jpeg" width="4032" height="3024" loading="lazy" alt="IMG_1105" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_0602.jpg" width="4032" height="3024" loading="lazy" alt="IMG_0602" style="height: auto; max-width: 100%; width: 4032px;">
RIXO
Although RIXO is a London based brand, the stores spirit made us feel like we had stepped into a retro Miami scene. The relaxed atmosphere and soft curved architecture, allowed you to browse collections at your own pace, blending both nature and playful colours for a well considered eclectic approach.
This unique combination of bold patterns and hues transports you to a different place, resulting in a truly memorable environment. With an effective layout and attentive staff, the space ensures smooth circulation and excellent service, making the experience both enjoyable and seamless. A particular favourite of ours was the central bar surrounded by palms and light void above and ending in the fitting rooms. A true palace of luxury with bespoke fabrics adding personality to each fitting cubicle.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_6944.jpg" width="4032" height="3024" loading="lazy" alt="IMG_6944" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_6942.jpg" width="4032" height="3024" loading="lazy" alt="IMG_6942" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_6948.jpg" width="4032" height="3024" loading="lazy" alt="IMG_6948" style="height: auto; max-width: 100%; width: 4032px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/IMG_6959.jpg" width="4032" height="3024" loading="lazy" alt="IMG_6959" style="height: auto; max-width: 100%; width: 4032px;">
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Introduction&nbsp;

Creativity x AI from Lightricks & Figma

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-100103-14614197.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-100103-14614197" style="height: auto; max-width: 100%; width: 3840px;">On the morning of 6th March 2024, a member of our digital team headed down to the most recent of Figma’s Coffee Mornings. Figma regularly hosts these Coffee Mornings with the objective of bringing members of the digital design &amp; development industry together to have a coffee [and doughnuts!] together and spark conversations about ongoing topics coupled up with a thought-provoking talk. This week on the agenda was the topic that is all around us, Artificial Intelligence and how our creative industry can make use and benefit from it.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-102827-56f625c3.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-102827-56f625c3" style="height: auto; max-width: 100%; width: 3840px;"> The talk was presented by Kass Yassin &amp; Mattan Arbel from Lightricks, a company with multiple AI products under their belt, with FaceTune being the most popular from their line-up. The talk left us with some interesting thoughts &amp; insights:&nbsp;
1. The digital industry is notorious for moving quickly with new technology being released every other day and it can be difficult to keep up. AI can easily feel like another burden on the shoulder to learn, however it may be worth putting some time aside to tinker with it if you haven’t already. Many members of the creative industry have stated that they have seen an increase in productivity particularly in early stages of projects after using/adopting AI tooling at the workplace. It’s worth noting that if you are looking to adopt AI at your workplace, it is important you seek permission from your employer particularly if you work with sensitive data/projects.&nbsp; &nbsp; 2. The way forward for creative AI tooling is about giving the users more control. Currently tools like ChatGPT, Midjourney and others can feel like a bit of a pandora’s box where you enter a prompt and hope for the best with arguably little control. The tooling that will be more successful in the creative industry will be tooling whether the user has more finite control, think being able to draw a box within an image and prompt just for that area or extending beyond just a text field to prompt but to more human like inputs such as “magic brushes”.&nbsp; &nbsp; 3. Matan presented an interesting story where he was trying to get a particular idea executed by AI however, he was struggling to get the DALL-E image generation model to do what he wanted. English is not his first language and as a result he was struggling to write an effective prompt. His solution was starting a separate ChatGPT thread and listing out all the points of his idea and asking how to create the DALL-E prompt for it, “learning to prompt, by prompting” as Luis from Figma put it. This can seem counter-intuitive at first however Matan reported that the new prompt that ChatGPT returned was able to produce exactly what he wanted and noted that ChatGPT listed out a few helpful tips on prompting that helped boost his confidence for the future. &nbsp; &nbsp; 4. Currently, a well-structured and effective prompt is key in getting the most out of today’s AI tools on hand. For creatives, the Lightricks team mentioned they had the most success when following the idea of the individual playing the role of a Creative Director and AI as the creative. It’s worth noting that there are multiple companies hiring for “AI Prompt researchers/engineer” to get the most out of commercial AI products. It’s serious stuff!&nbsp; &nbsp; 5. Some final food for thought trailing on from all the discussion regarding prompting, will knowing how to prompt/interact with AI become a valuable life skill? After the talk, we were having a discussion within the audience. One of the participants was a father of two young children and he raised the question of “Should I be teaching my children how to prompt, will it become an important skill they will need for the day-to-day in the future?”. It’s likely too early to say. We’re still exploring what AI can do and it’s unclear whether the technology will become cemented into our everyday lives. Additionally, it can be argued that should the latter play out, AI will have reached a point where one shouldn’t need to know how to prompt but rather it should feel effortless and natural.&nbsp;&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-102709-0defc5af.jpg" width="3840" height="2159" loading="lazy" alt="image-20240306-102709-0defc5af" style="height: auto; max-width: 100%; width: 3840px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-104002-a1336723.jpg" width="3840" height="2159" loading="lazy" alt="image-20240306-104002-a1336723" style="height: auto; max-width: 100%; width: 3840px;"> Once again, thank you to Kass, Matan and the rest of the Lightricks team for the great talk as well as Luis and the rest of the Figma team for organising these industry meets. We look forward to the next.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-104230-ea786ceb.jpg" width="3024" height="1701" loading="lazy" alt="image-20240306-104230-ea786ceb" style="height: auto; max-width: 100%; width: 3024px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-094021-ce606f4b.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-094021-ce606f4b" style="height: auto; max-width: 100%; width: 3840px;">
[These were soooo good!]&nbsp;

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-100103-14614197.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-100103-14614197" style="height: auto; max-width: 100%; width: 3840px;">On the morning of 6th March 2024, a member of our digital team headed down to the most recent of Figma’s Coffee Mornings. Figma regularly hosts these Coffee Mornings with the objective of bringing members of the digital design &amp; development industry together to have a coffee [and doughnuts!] together and spark conversations about ongoing topics coupled up with a thought-provoking talk. This week on the agenda was the topic that is all around us, Artificial Intelligence and how our creative industry can make use and benefit from it.&nbsp;

Fulsnygg = Ugly-Beautiful

In Swedish, the term ‘Fulsnygg’ describes something or someone who is ugly-beautiful. It’s a concept that English counterparts lack, yet it seems to encapsulate the current vibe of high-end luxury brands.
<div class="hs-embed-wrapper hs-fullwidth-embed" data-service="youtube" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;" data-mce-style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;"><iframe style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;" title="Maison Margiela Artisanal Collection 2024" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" xml="lang" src="https://www.youtube.com/embed/DgMJq67ZOwE?feature=oembed" width="256" height="144.64" frameborder="0" allowfullscreen data-mce-src="https://www.youtube.com/embed/DgMJq67ZOwE?feature=oembed" data-mce-style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
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Maison Margiela Fashion Show 2024
HighSnobiety, renowned fashion commentators, released a paper in January titled ‘New Luxury’s New Rules’ which delves into this trend.
Established fashion houses like Balenciaga, Bottega Veneta, Mui Mui, and Gucci are not only fending off competition from newer brands like Fear of God and Aime Leon Dore, but they're also directly competing with mainstream brands like Solomon, Stussy, and New Balance. This shift underscores the increasing importance of a brand being a contemporary Cultural Pioneer, rather than solely relying on its historic reputation.
Many argue that this shift is overdue, as fashion and brand experiences have become increasingly homogeneous. This has been especially evident on the high street, where the stores of many mainstream fashion brands had become indistinguishable in their design aesthetics and sometime product. This loss of brand identity inevitably leads to a loss of customer loyalty.
<div class="hs-embed-wrapper hs-fullwidth-embed" data-service="youtube" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;" data-mce-style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;"><iframe style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;" title="Area February 2024 Runway at NYFW: The Shows" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" xml="lang" src="https://www.youtube.com/embed/akC7pKJ7PlE?feature=oembed" width="256" height="144.64" frameborder="0" allowfullscreen data-mce-src="https://www.youtube.com/embed/akC7pKJ7PlE?feature=oembed" data-mce-style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
Area Fashion Show 2024
The brands that push the boundaries of being Cultural Pioneers are also exploring the concept of good taste and what it means. They are determined to carve out their own paths and opinions, and their audiences are embracing it. Two statistics from the HighSnobiety paper that stand out are “44% of people are drawn to things considered weird or ugly by the mainstream” and “63% say their aesthetic tastes have become more niche in the last few years.”
Similar to how a good indie film can leave you feeling both awkward and uplifted, brands like Rick Owens and Maison Margiela are pushing the boundaries of ugliness and beauty, leaving us in awe. As the HighSnobiety paper puts it “It has never been so cool (and so profitable) to be ‘strange’. Luxury is embracing the niche to bring a sense of newness and alternativeness to their mass consumers. Counterintuitively, niche is a commercial asset, and the margins are the mainstream.”
<div class="hs-embed-wrapper hs-fullwidth-embed" data-service="youtube" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;" data-mce-style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.25%; margin: 0px;"><iframe style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;" title="POOR THINGS | Official Trailer | Searchlight Pictures" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" xml="lang" src="https://www.youtube.com/embed/RlbR5N6veqw?feature=oembed" width="256" height="144.64" frameborder="0" allowfullscreen data-mce-src="https://www.youtube.com/embed/RlbR5N6veqw?feature=oembed" data-mce-style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
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Poor Things film 2024.&nbsp; &nbsp; &nbsp;&nbsp;
Given that HighSnobiety also state that “63% of Cultural Pioneers say their favourite way to engage with brands is through branded physical spaces (e.g. retail or branded events)” and “85% have attended a brand event in the past 6 months, or plan to attend one in the future” it might be that we get to redefine retail and event spaces and communications yet again. Let’s hope so.
It will be fascinating to see how this trend continues to evolve in the coming years as well as filters down into the mainstream. To me, the idea of embracing and defining a brands as ‘Fulsnygg’ is an exciting prospect that I look forward the exploring.
After all beauty is in the eye of the beholder and what one person regards as trash could be someone else’s treasure. It’s all just a point of view.

In Swedish, the term ‘Fulsnygg’ describes something or someone who is ugly-beautiful. It’s a concept that English counterparts lack, yet it seems to encapsulate the current vibe of high-end luxury brands.

A Nudge in the right direction for the new year

As we stand at the threshold of a new year, the role of brands in our lives has evolved beyond acting as portals to consumption.&nbsp; Modern consumers increasingly view their favourite brands as life partners—entities they can rely on not just for quality products but for positive influence and change. Brands can act as catalysts for personal development and societal well-being, tapping into intentional design in a bid to subtly nudge consumers in the right direction. Brands as Life Partners In the contemporary landscape, brands play a crucial role in shaping our lifestyles and influencing our choices.&nbsp; No longer confined to transactional relationships, brands are becoming active partners in the pursuit of personal and societal betterment. IKEA's 'Hiding in Plain Sight Gym Equipment' Almost half (44%) of consumers now prefer to exercise at home for convenience (65 per cent), value for money (50%) and ease (48%), with over a third (38%) feeling it's easy to access different apps, workouts and motivation at home (Sky, 2023). Enter DAJLIEN, IKEA’s new 19-item home training collection. Ikea’s new range signal the brand’s recognition of the opportunity and demand for gym equipment which seamlessly blends with home décor, given the increasing amount of people that now work out at home.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bhg-ikea-workout-collection-8411885-eaf6b29c818649cfae0de84321df6a46.webp" width="750" height="563" loading="lazy" alt="bhg-ikea-workout-collection-8411885-eaf6b29c818649cfae0de84321df6a46" style="height: auto; max-width: 100%; width: 750px;"> Each item has a minimalist and soothing feel, designed to seamlessly blur into your domestic space. The equipment is easily hidden in plain sight and even doubles as other functional pieces.&nbsp; These aesthetically pleasing yet functional pieces serve as a subtle reminder to prioritise physical activity without the overt presence of traditional gym equipment.&nbsp; By integrating wellness into everyday life, IKEA has positioned itself as a brand that cares about the holistic well-being of its customers. Helan's Springy Park Benches In 2024, the over-65 age group in Europe will climb above the under-15 population, representative of a broader global shift (WHO, 2023). There is a growing need for more accessible preventative care as people transition from middle, to old age. It turns out play could be our powerful ally. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-12-14%20at%2011.35.42.png" width="1166" height="766" loading="lazy" alt="Screenshot 2023-12-14 at 11.35.42" style="height: auto; max-width: 100%; width: 1166px;"> Belgian Health Insurer Helan has designed park benches to get Adults moving, strategically placed in public spaces.&nbsp; These benches encourage playfulness and movement, targeting individuals transitioning from middle to old age who may be grappling with signs of muscle loss.&nbsp; By promoting an active lifestyle in a playful manner, Helan fosters a community and play-centric approach to health. Brands should look to encourage moments of play in day-to-day life, helping consumers prevent some the negative impacts of ageing.&nbsp; Alongside Helan, other innovations promoting play to help inspire ageing consumers, include Singapore University’s multilingual game that helps to fend off dementia – as well as &nbsp;Nestlé’s recipe book that turns cooking into arthritis therapy. Brands as Agents of Change In an era where trust in governments and political powers may fluctuate, brands have the opportunity to step up and become reliable agents of positive change. &nbsp;Consumers are increasingly turning to their favourite brands not just for products but for inspiration, guidance, and a sense of purpose. Brands can no longer afford to be mere facilitators of transactions. They must evolve into entities that actively contribute to the well-being of their consumers.&nbsp; This could involve creating products that align with sustainable living, promoting mental health initiatives, or championing social causes. Key takeaways&nbsp; - &nbsp; &nbsp;As we embark on a new year, the relationship between brands and consumers is undergoing a profound transformation. Brands are no longer passive players in the realm of consumption; they are dynamic partners in the journey towards personal and societal betterment.&nbsp; - &nbsp; &nbsp;By embracing intentional design and subtle nudges, brands can inspire positive change, becoming more than just purveyors of products but true allies in the pursuit of a brighter future.&nbsp; - &nbsp; &nbsp;As consumers increasingly rely on their favourite brands to guide them in the right direction, which playful interventions could your brand insert into daily life?&nbsp;

Unexpected Fashion Collaborations

Why are they so successful?

As consumers, we often look for brands that resonate with our personal values and interests, and when these brands collaborate, it creates room for exciting possibilities and enriching experiences.
Brands that collaborate across different industries allow their customers to discover new interests and passions through drawing attention to brands that wouldn’t typically intersect with their usual consumers base.
Over the past year, we have seen the remarkable fusion of popular brands across a variety of sectors, collaborating to craft extraordinary and unexpected experiences for both their loyal consumers and avid fans alike.
<h3 style="text-align: left;">Burberry X Minecraft</h3>
Burberry collaborating with Minecraft was one of the most unexpected collaborations of 2022 by merging the world of high fashion and virtual creativity to create a unique and immersive experience.
The result of the collaboration lead to players being treated to an exclusive Burberry-themed virtual world, where they could explore iconic Burberry landmarks such as their flagship, design their own stylish virtual outfits, and embark on imaginative fashion adventures.&nbsp;
Burberry incorporated Minecraft-inspired elements into their real-world designs, bringing virtual fashion to life. The collection seamlessly merged digital aesthetics with the brand's signature style, captivating both gaming enthusiasts and fashion aficionados alike.
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This collaboration was successful in creating engaging experiences and providing cross-generational appeal by giving Burberry a platform to reach Minecraft’s broad demographic ranging from children to adults.&nbsp;
Loewe X Studio Ghibli
Another collaboration that was surprisingly successful was between Loewe, the Spanish luxury fashion brand known for its high-quality leather goods and iconic designs, and Studio Ghibli, the renowned Japanese animation studio known for its imaginative and heart-warming films.
Both brands have distinct and recognizable brand identities and the creative synergy of the two brands resulted in a truly unique and imaginative collection. The collection featured handbags, t-shirts, and other items adorned with characters from Studio Ghibli films, reimagined in Loewe’s signature leather and textile designs.&nbsp;
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The collaboration was a limited-edition release, creating a sense of exclusivity and rarity that appeals to collectors and fans of both brands. Creating a sense of urgency and excitement around the collection, with many items selling out quickly.
Captivating audiences and media outlets worldwide and generating widespread attention, the Loewe collaboration skilfully captures the essence of Studio Ghibli's nostalgia and escapism.&nbsp;
This immersive partnership transports admirers to a realm where cherished memories intertwine with whimsical journeys, extending Loewe's brand exposure to a diverse range of consumers and further amplifying its global presence.
<h3 style="text-align: left;">Palace X Adidas X Chris Yates</h3>
Palace and Adidas have collaborated several times in the past and have produced some very successful collections - however their recent Nature collection welcomed a more surprised reaction from fans, given its clear departure from their usual streetwear aesthetic. This collaboration included Chris Yates, a renowned British angler and nature enthusiast.
The collaboration was introduced with a short film showcasing Chris’s love of nature and the environment, as well as his passion for fishing. This authentic storytelling resonated with audiences and created a sense of connection and emotional engagement.&nbsp;
<div style="text-align: left;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/24822378-1948-444c-b167-7f0b5653df59.jpg" alt="24822378-1948-444c-b167-7f0b5653df59" width="451" height="304" loading="lazy" style="height: auto; max-width: 100%; width: 451px;"></div>
The Adidas Nature collection focused on sustainability, using eco-friendly materials and production methods. This aligns with Palace’s commitment to sustainability and environmental responsibility, making the collaboration a natural fit. The emphasis on sustainability also appealed to consumers who are increasingly conscious of the impact of their purchases on the environment.
The collaboration resulted in a unique and eye-catching collection that blended Palace’s streetwear aesthetic with Adidas’ sportswear heritage. Typically, with Palace releases and collaborations, the collection was limited stock and sold out very quickly due to the reputation of the two brands.
<h3 style="text-align: left;">Key Takeaways</h3>
-Cross-disciplinary partnerships can provide brands with access to new markets or niche sectors that they may not have been able to reach on their own. By partnering with a brand that has an established presence in a specific market, a brand can leverage that partner's expertise and customer base to enter and thrive in that market.
-Successful collaborations capture the essence of both brands involved, merging their unique identities to create something truly unique and imaginative that captures widespread attention.
-The future of unexpected fashion collaborations will likely be characterised by a convergence of diverse elements, embracing technology, sustainability and inclusivity. As the fashion industry continues to evolve, collaborations will play a crucial role in shaping the future of fashion by pushing boundaries and offering consumers innovative, immersive, and thought-provoking experiences.

Why are they so successful?

Can Flagships Turn A Profit?

In the current economic climate, retailers must be even more confident in the return on investment their stores will bring, especially when the investment both in operational costs and capital fit out is high. 
Often flagships, especially in London, just don’t quite hit their numbers and leave a debt trail that ruins the taste of the anticipated brand experience and intrigue. 
We believe flagships should deliver healthy profits as well as enhanced brand warmth. It’s all in the research and preparation stages that the return targets should be established and designed into the concept and communication strategy. 
<h2 style="font-weight: normal;">Integration and knowledge create a deeper understanding.&nbsp;</h2> 
The stores that serve as flagship locations for a brand, must embody its identity, values, and product offerings. They are designed to create immersive and memorable experiences for customers while showcasing the brand's best and most innovative products.&nbsp; 
But although the headline is about you and your products, the body copy or your brand, really comes to life through the location, the customer and the context. 
<h2 style="font-weight: normal;">Retail design is just the beginning</h2> 
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Maximum profit flagship stores aren’t designed by retail designers alone. They are created by a diverse and integrated design team in collaboration with a united client team who in turn will add their skills and experience to ensure the flagship concept, is reimagined.&nbsp; 
With everyone from marketing and digital to operations and HR working with our team of researchers, architects, designers and advertisers we can enhance every square foot of space for expression, engagement and sales, before, during and after visit. 
The Retail Trade Association expects retail sales to grow 4 to 6% this year above the pre-pandemic number of 3.6% with online rising 10-12%. 
 
…So, there is growth in the UK retail sector and now is the opportunity for the strong to take the lead. 
While eCommerce continues to be widely embraced by consumers, a significant portion of its expansion can be attributed to multichannel sales, where physical stores still play a crucial role in the fulfilment process.&nbsp; 
The role of brick-and-mortar stores has changed in recent years, but data shows they still remain a primary channel for consumers to make purchases, constituting approximately 70% of total retail sales. 
<h2 style="font-weight: normal;">And there lies the opportunity in flagships.&nbsp;</h2> 
As retail enhances customer experience and service, flagships can move even further up the branded experiential food chain and become the maximal expressions of a brand. These environments can and should be responsive to the location and the local community and uniquely bespoke to each consumer in both content, merchandise, and channel execution. 
Over the last 30 years our leadership team have designed flagships working with some of the best brands in the world. We understand the key drivers to designing stores that maximise return and flagships that deliver on both brand experience and sales return on investment.&nbsp; 
We have worked with household names like Best Buy, creating amazing returns for them through our flagship design as well as inventing the Sports Direct retail experience to great effect. &nbsp; 
Getting the best return on investment with your flagship is always integrating and collating marginal gains and that needs a new approach to design. 
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<h2 style="font-weight: normal;">Our Principles</h2> 
<h3 style="font-weight: normal;">Creating a shared space, which is as much the customers, as yours.</h3> 
The store is not a space for your brand to talk about itself. It’s a conversation between the brand and the consumer. 
As an agency, we have a dedicated research team working across quantitative research platforms to enhance high volume, bespoke and unique live feedback; These methodologies vary per project and encompass everything from qualitative interviews with customers in-store, stakeholder interviews with key team members and retail safaris in all major retail cities. 
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Our team of researchers ensure the client and creative teams have a clear and current understanding of the consumer, the location and market in the context of the proposed flagship opportunity.&nbsp; 
Talking with and listening to the end users gives invaluable understanding. Ideally, we do this in face-to-face focus groups, but alternatively through an online survey. Talking to your staff always yields great insights on how the shopper journey and business could perform better.&nbsp; 
<h3 style="font-weight: normal;">Creating a stronger, aligned brand</h3> 
From there, we work across a Brand Matrix highlighting customer promises and solutions across all retail departments aligning activity to build out compelling and grouped customer selling experiences. Experiences with an s, plural. No customer is the same so we need to understand who they currently are and to whom we want to add, enhance and expand our offering. We call them 1000 gestures. It’s the beginning of documenting marginal gains. 
We often engage with the core team representing all departments in this process and have a unique approach and process that is complex but effective. There’s no point committing to something that the rest of the business, whether it’s investors, stakeholders or staff, don’t align with.&nbsp; 
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We collaborate and listen, respectfully, throughout. Often great ideas only whisper. This is a tenet of how we operate, ourselves; that way we all understand what the brand needs to be successful in this location, in this format, at this moment in time... and a decade hence. 
Then we can begin to create the detailed brief that will ensure the DNA of the concept is commercially robust identifying and responding to underlying retail threats and opportunities. 
<h2 style="font-weight: normal;">What to remember in the process:&nbsp;</h2> 
<h3 style="font-weight: normal;">1.There’s only one you.&nbsp;</h3> 
<h3>2.Being yourself is easier.&nbsp;</h3> 
<h3 style="font-weight: normal;">3.You’re better at it. So, let’s lead not follow.</h3> 
When it comes to retail design, too many retailer designers return to the same solutions. They are lower risk. They have worked before. There’s less time invested. The result is a predictability in design and style. By engaging in a thorough process where the design and retail teams work tirelessly together, developing your own unique brand matrix, only then will you be able to create a new version of your brand and brand expression that is totally unique and importantly aligned to multiple target consumers across channels all of which are aligned back to your business departments and their efforts.&nbsp; 
<h2 style="font-weight: normal;">How can you continue to turn heads long-term?&nbsp;</h2> 
<h3 style="font-weight: normal;">Future-proof your operational strategy&nbsp;</h3> 
Each brand and retailer have different priorities and brand perceptions. Using the Brand Matrix approach, we develop emotive unique experiences and importantly align them to efficient operational practices. It could be, for example to refresh often. To always look a little different each time the consumer engages.&nbsp; 
<h3 style="font-weight: normal;">Monitor performance</h3> 
For Sports Direct, we use a custom digital fascia, integrating digital media and lighting, that changes throughout the day and night to reflect the different customers passing at that time. Then we use eye tracking in the store and near field communication tabs to deliver the right information to drive communications that are edited throughout the week.&nbsp; 
We then work across each department tracking effect and using that information to improve performance. The contribution of that performance on the Frasers Group has helped quadruple their share price value over the last 3 years. 
<h3 style="font-weight: normal;">Ensure your team are integrated&nbsp;</h3> 
It works when the team are integrated. We know that consumers expect the website to check store stock and provide things like e-receipts. Then using digital tools to clarify the customer experience and journey and enhance a store experience by helping customers choose the right product. 
Pain points are often visible and known. The design process should, must, iron these out. Take the example of sizing, in any category. There’s a lot of choice and everyone has different needs and preferences. That requires time and a cross functional team to really solve the pain points.&nbsp; 
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At the Sports Direct Bra Studio for example, we engaged with a breast health expert to help shoppers select the right product based on body shape and activity level. Using their own device or the in-store screens, customers could input their information and get a truly expert product recommendation across all sold brands based on that.&nbsp; 
<h3 style="font-weight: normal;">Put the Customer First&nbsp;</h3> 
Whilst in-store customer service is undoubtedly important, sometimes that doesn’t have to take the form of talking to a sales assistant. Busy New Yorkers can enjoy the Speed Shop in the Nike House of Innovation, which has a curated range of bestselling products based on online searches. This saves time by reducing browse time or the need to ask for help. Products can be reserved online to try on and the store has speedy access to the street.&nbsp; 
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Far from simply being a conduit to get people in-store, online stores have a huge role to play in showing us what works. The main plus about online is speed; you can search and find what you need in seconds. So, how do we bring the best of online to physical stores, especially when they occupy large spaces that may be hard to navigate? One great example of this is Wal-Mart, which has an in-store app that mirrors online behaviour: you can search for a product, and it uses geolocation to guide you to that product’s exact aisle and location.&nbsp; 
This integrated and innovative approach working across function, can be used to tackle many more operational or shopper marketing issues, improving performance with better actionable insights to influence behaviour.&nbsp; 
<h3>&amp; Stay ahead of the curve!&nbsp;</h3> 
Interactive and immersive technologies; integrating AI platforms, apps and tools; new product releases, limited editions and exclusive items; cross-selling and up-selling; personalised service both real and digital; enhanced brand loyalty and advocacy; all are highlight areas that we invest time and resource in today to build an armoury for retailers that can enhance the shopping experience across channel to captivate shoppers and encourage them to spend more time in the store and spend more money. They just need to be systematically integrated to a new way of design to deliver profit.

In the current economic climate, retailers must be even more confident in the return on investment their stores will bring, especially when the investment both in operational costs and capital fit out is high. 
Often flagships, especially in London, just don’t quite hit their numbers and leave a debt trail that ruins the taste of the anticipated brand experience and intrigue. 
We believe flagships should deliver healthy profits as well as enhanced brand warmth. It’s all in the research and preparation stages that the return targets should be established and designed into the concept and communication strategy. 
<h2 style="font-weight: normal;">Integration and knowledge create a deeper understanding.&nbsp;</h2> 
The stores that serve as flagship locations for a brand, must embody its identity, values, and product offerings. They are designed to create immersive and memorable experiences for customers while showcasing the brand's best and most innovative products.&nbsp; 
But although the headline is about you and your products, the body copy or your brand, really comes to life through the location, the customer and the context. 
<h2 style="font-weight: normal;">Retail design is just the beginning</h2> 
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Maximum profit flagship stores aren’t designed by retail designers alone. They are created by a diverse and integrated design team in collaboration with a united client team who in turn will add their skills and experience to ensure the flagship concept, is reimagined.&nbsp; 
With everyone from marketing and digital to operations and HR working with our team of researchers, architects, designers and advertisers we can enhance every square foot of space for expression, engagement and sales, before, during and after visit. 
The Retail Trade Association expects retail sales to grow 4 to 6% this year above the pre-pandemic number of 3.6% with online rising 10-12%.

The Creative partnerships shaping the future hotel experience…

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/824740-hotel-maison-elle-paris-etoile.jpg" alt="824740-hotel-maison-elle-paris-etoile" width="1534" height="1200" loading="lazy" style="height: auto; max-width: 100%; width: 1534px;"> Elle magazine under their hospitality sub-brand have successfully established credibility entering this space by anchoring their physical experiences to their rich brand story and heritage. &nbsp; If you fancy a trip further afield than France, the brand is set to open a second location in Mexico this summer.&nbsp; Elsewhere, luxury fashion brand Louboutin has opened its first hotel in April this year. Hotel Vermelho can be found in Melides, Portugal and is characterised by bold bursts of red to celebrate their iconic red-bottomed shoes. Culinary Collaborations&nbsp; Hotels have long been synonymous with premium dining experiences, and partnering with renowned culinary brands is the next iteration of this.&nbsp; From exclusive pop-up restaurants to customized food travel itineraries these partnerships elevate the overall guest experience and provide a tantalizing fusion of hospitality and culinary brilliance. Japanese beauty label Clé de Peau Beauté (CPB) launched an afternoon tea series popping up at a collection of hotels across Shanghai, Beijing, Shenzhen and Lijiang. The experience offered guests logo-stamped macarons and mousses, champagne, caviar, CPB products, and a voucher for a facial.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/kfc-3.png" alt="kfc-3" width="440" height="330" loading="lazy" style="height: auto; max-width: 100%; width: 440px;">
Appealing to a broader audience, KFC launched a temporary hotel room called House of Harland last year. The room was decorated with elements inspired by their famous hot wings, including an arcade machine, a cinema room showcasing "chick flicks," and a button that provided unlimited chicken delivery upon pressing, aptly named "Press for Chicken." By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Pawsome retreats Traveling with pets can be a joyful experience, but finding accommodation that welcomes our furry friends with open arms can often be a challenge.&nbsp; Fortunately, a growing number of hotel operators have recognised the special bond between pet parents and their four-legged companions, going above and beyond to create pet-friendly havens.<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Pet-Friendly-Travel6_HR.webp" alt="Pet-Friendly-Travel6_HR" width="1500" height="1000" loading="lazy" style="height: auto; max-width: 100%; width: 1500px;">Hilton has partnered with Mars Petcare to allow guests at their hotels to seek guidance from the pet brand on-demand. Their service offers guests access to on-call resources for pet health, wellness and behavioural advice during stays. London based brand Stay, is another hotel that has opted for a pet-oriented partnership, collaborating with UK pet food start-up The Innocent Hound. In their hotels they offer welcome packs for pets that might be accompanying guests on their stay, as well as an area guide listing local walks as well as dog-friendly shops and restaurants. The rise of hotels catering to pet parents is a heart-warming trend that reflects the evolving needs and desires of modern, nomadic travellers. Key Takeaways:&nbsp; - &nbsp; &nbsp;These creative collaborations have proven to be a win-win situation, allowing hotels to differentiate themselves in a competitive market while enabling brands to expand their reach beyond their traditional customer base. - &nbsp; &nbsp;By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Food centred pop-ups are a great way to encourage people to visit your hotel, and have an added layer of shareability helping extend your hotel’s social reach online.&nbsp; - &nbsp; &nbsp;With wellness and self-care taking center stage in people's lives,&nbsp; wellness brands have a huge opportunity to collaborate with hotels to offer holistic experiences that cater to guests' physical and mental well-being.

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;

Finding an ally in AI

We are increasingly looking to machines - not just for solutions, but for companionship too. Artificial Intelligence has been a topic of interest for many years now, with predictions of it being a game-changer in almost every field.&nbsp; The use of AI has been met with partial scepticism, particularly in today's society where data privacy concerns and fears of job loss due to automation are prevalent.&nbsp; Despite these concerns, there is a growing realization that AI can be a powerful ally today. From chatbots offering intangible friendships, to platforms that allow brands to cut corners, and costs – new AI tools are proliferating consumer’s lives every day offering flexible and innovative solutions.&nbsp; An emotional crutch&nbsp; Tired of the long-wait lists that come with seeking help for your mental health? Several brands are developing therapeutic applications of AI to help people bypass traditional mental health services, to diagnose or alleviate their symptoms.&nbsp; UK founded brand Limbic has been accredited as a medical device for supporting people’s mental health diagnoses, and aims to improve access, create service efficiencies and reduce costs.
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Another brand using AI in this way, is Replika, which has created an app that allows its users to chat and form friendships with user-generated avatars. Replika helps people to fight loneliness, encourage a positive mindset, and overall build better social skills.&nbsp; When it comes to finding romantic companionship with artificial intelligence, Canadian dating app ‘Snack’, is leading the way and has created a new feature that allows online daters to pre-assess their compatibility with others by training an AI-powered avatar to chat on their behalf.&nbsp; Avatars chatting on behalf of the user will alert them when they feel they have gauged a real connection with someone, allowing a real-life conversation to then happen between the two users without the avatar.&nbsp; People are even using AI to help them enhance or spark creativity in existing relationships. For example some users of AI chat generator chat GPT are now using the platform to craft poems, and wedding vows.&nbsp; AI is being used by many to ease the emotional labour we might experience day-to-day in our real-life relationships – in a therapeutic, and romantic contexts. &nbsp;Chatbots, and avatars can provide users with companionship anywhere, at any time and we will see people gravitate toward this type of connection as a more flexible, and accessible alternative.&nbsp; AI Identities&nbsp; AI avatars are becoming increasingly harder to decipher from real humans, and this challenge will only continue to grow as tech advances further.&nbsp; A study published in February 2022, found that fewer than 50% of 315 participants could tell the difference between a real human face and an AI-generated one (proceedings of the national academy of sciences, 2022). And the same study revealed that some people even find an AI face to be more trustworthy than a real-life face.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/DigitalJason03.jpg" alt="DigitalJason03" width="1657" height="1052" loading="lazy" style="height: auto; max-width: 100%; width: 1657px;"> The blurred line between what is real and what is synthetic is leading people to feel conflicted about their relationship with AI avatars, and in some cases withdraw from emotionally relying on the AI platforms or chatbots designed to offer humans guidance and support.&nbsp; Despite some scepticism, the majority of consumers are still intrigued by the possibilities of AI, and the global market for AI digital humans is forecast to be worth $527.5bn by 2030, up from $10bn in 2020 (Emergen research, 2022).&nbsp; As we look ahead, we will see AI identities being used increasingly in the field of entertainment, and brand ‘Deepcake’ is leading the way. By creating digital doubles of celebrities or influencers that can then be used in adverts, their use of AI removes the need to account for the physical availability or cost of acquiring real-life celebrities.&nbsp; Key takeaways:&nbsp; - &nbsp; &nbsp;AI is making it harder for people to distinguish everyday territories from those enhanced or created synthetically. Brands have a responsibility to clearly guide consumers to ensure AI is used in a transparent, and credible way.&nbsp; - &nbsp; &nbsp;Where physical and emotional resources are stretched, AI offers a solution. People can source on-demand support from chatbots, and platforms designed to guide users and offer them an emotional crutch.&nbsp;
 - &nbsp; &nbsp;The global market of AI is set to surge even further, and brands that have not aligned themselves with the future direction of this technology risk falling behind the curve.&nbsp;

We are increasingly looking to machines - not just for solutions, but for companionship too. Artificial Intelligence has been a topic of interest for many years now, with predictions of it being a game-changer in almost every field.&nbsp; The use of AI has been met with partial scepticism, particularly in today's society where data privacy concerns and fears of job loss due to automation are prevalent.&nbsp; Despite these concerns, there is a growing realization that AI can be a powerful ally today. From chatbots offering intangible friendships, to platforms that allow brands to cut corners, and costs – new AI tools are proliferating consumer’s lives every day offering flexible and innovative solutions.&nbsp; An emotional crutch&nbsp; Tired of the long-wait lists that come with seeking help for your mental health? Several brands are developing therapeutic applications of AI to help people bypass traditional mental health services, to diagnose or alleviate their symptoms.&nbsp; UK founded brand Limbic has been accredited as a medical device for supporting people’s mental health diagnoses, and aims to improve access, create service efficiencies and reduce costs.

A Rental Revolution

Our next-gen digital natives are all about renting.&nbsp;
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In our lifetimes we have all likely rented a product or service; from renting a suit last minute for a wedding, to a car for a trip abroad – renting provides us with more flexible solutions to cater to our everyday needs. Amid a cost-of-living crisis, consumers are increasingly looking to rental options as a cost-effective, convenient way to help them access goods or services to enhance their busy lifestyles.&nbsp; Moreover, the continued growth of hybrid working post pandemic has acted to encourage people to investigate renting workspaces, houses, or short-stay accommodation abroad, to suit a more nomadic working style.&nbsp; What is clear is that people do not want to compromise their hobbies, or daily lifestyle in the context of a financial crisis, and rental options are allowing people to continue living busy lives whilst feeling the squeeze of the cost-of-living crisis. From renting outdoor equipment, to gym memberships– is there anything we won’t be able to rent in 2023?&nbsp; Renting for the Outdoor enthusiast&nbsp; Getting outdoors is something a lot of people love to do, with a recent <a href="https://www.gov.uk/government/statistics/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings#:~:text=Importance%20of%20nature%20for%20people's%20wellbeing,-Since%20coronavirus%20restrictions&amp;text=Four%20in%20ten%20adults%20reported,April%202021%20and%20March%202022)." rel="noopener">study</a> uncovering that four in ten adults said that they had increased their time spent outside (42% between April 2020 and March 2021 and 45% between April 2021 and March 2022). However, as the pressure of a financial crisis squeezes household budgets, a <a href="https://londonlovesbusiness.com/cost-of-living-crisis-forces-90-of-people-to-stop-taking-part-in-sports-or-fitness-classes/" rel="noopener">survey</a> published last year found that a staggering 90% of under 34s reported that last year they had to stop taking part in hobbies due to rising prices.&nbsp;
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Enter, ‘Kit up’ - a new brand dubbing themselves ‘The Airbnb for outdoor equipment’. This outdoor centric rental service encourages users to list their outdoor equipment through their app to allow others to rent it. In return the user can earn a passive income, contribute to reduced waste, and become part of a community with like-minded people.&nbsp; Kit Up is leaning into the desire from people to keep up their hobbies such as outdoor pursuits whilst keeping afloat in a cost-of-living crisis by offering a more flexible financial option.&nbsp;
 The app is also supporting people that pursue an adventure in a more cost-effective way. Kit Up conducted and in house survey revealing that adventure is at the forefront of our minds with over 100 million Europeans booking adventure specific trips in 2021 alone.&nbsp; Outdoor equipment rentals will only rise as we head into the summer months with warmer weather and longer days. Brands can make the most of an appetite for the pursuit of hobbies as normal in tougher times like this, by supporting their consumer with more flexible options such as rental services.&nbsp; Gym Memberships on demand Yes, you read that right. ‘Athlo app’ is a new brand which allows people to rent out their gym memberships when they are not using them.&nbsp; Athlo wants to help people ‘Sweat and earn’ by approaching gym memberships in a new way. Instead of being limited to choosing long-term gym memberships, the app allows people to access gym facilities on demand. By listing your membership, people have the choice to rent your membership whilst you are not using it.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bookings-1665568087.jpg" alt="bookings-1665568087" width="980" height="1742" loading="lazy" style="height: auto; max-width: 100%; width: 980px;"> This is a great alternative for the consumer who may not be able to commit to a long-term membership due to price, or other practical reasons.&nbsp; Athlo is recognising a demand for greater flexibility when it comes to people’s daily routines and has re-imagined the traditional model of gym memberships to offer a more flexible solution.&nbsp; Key takeaways:&nbsp; - &nbsp; &nbsp;Reflecting the changing face of household disposable income in the context of a cost-of-living crisis, brands are venturing into the world of renting to offer more flexible options for customers. Given the continuation of this crisis, brands should consider offering their customers multiple ownership models to establish a competitive offering in a turbulent time.&nbsp; - &nbsp; &nbsp;The growth of rental options aligns with a new generation’s need to be nomadic, and work in a more hybrid way. Consumers are increasingly preferring ownership with a commitment-light attitude. Brands should consider how they can lean into this preference, and allow their customers to make shorter, rather than long-term commitments to memberships, or schemes for example. &nbsp;

Our next-gen digital natives are all about renting.&nbsp;

The De-Influencer Revolution

We have all been victim to the irresistible impulse to buy something we have just seen online because ‘everyone else has it’ or, is at least talking about it. &nbsp; In recent years, the term "influencer" has become ubiquitous in popular culture, and as such our society’s consumption patterns are becoming increasingly guided or impacted by how influencers live, and what they buy.&nbsp; However, a new narrative is now emerging across platforms like TikTok that has been created by a new group of creators, dubbed the ‘De-influencers’. This narrative sees creators call out FAD products or trends that they feel are not worth the hype (or money)! This trend stems from the realisation that conspicuous consumption is not feasible in the context of a recession, alongside the desire from consumers to lean into a new culture of transparency online. &nbsp; A Cost of influencing crisis Influencers promoting “the latest” or “greatest” products are fast losing traction as consumers at large cannot afford to put their wallets on the line to consume conspicuously.&nbsp; Recognising the prevalent ‘Cost of influencing crisis’, several influencers have taken up ‘De-influencing’ to show an understanding and appreciation of the economic climate, and how their role can adapt and change with the times to maintain relevancy.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2017.14.59.png" alt="Screenshot 2023-03-30 at 17.14.59" width="1389" height="731" loading="lazy" style="height: auto; max-width: 100%; width: 1389px;"> A sub-trend to come from this new culture of de-influencing is the growing #DUPE trend. With 2.9 billion views, dupe culture is dominating on TikTok and has become its own parody genre.&nbsp; #DUPE focused content sees influencers seek and promote the lower cost beauty, health or fashion alternatives, removing the pressure to spend more to boost their social cachet.&nbsp; In this way, de-influencers are normalising spending less and consuming less – helping guide a more considered and cost-effective approach to consumption online. &nbsp; Transparency&nbsp; De-influencer culture seeks to promote a more authentic and honest approach to social media.&nbsp; Advocates of de-influencer culture encourage individuals to be more mindful of the content they consume and to seek out sources that prioritise authenticity and transparency over profit and popularity.&nbsp; They also encourage individuals to resist the pressure to conform to narrow standards of beauty or lifestyle and to embrace their own unique experiences and perspectives. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2014.47.47.png" alt="Screenshot 2023-03-30 at 14.47.47" width="759" height="557" loading="lazy" style="height: auto; max-width: 100%; width: 759px;"> A recent iteration of this perception is the rise of the ‘girlfailure’, which directly opposes the #Girlboss trope used frequently across social media. Phrases like “Not a girl boss, a girlfailure” have already become a popular theme for memes created on both twitter and Instagram. The concept of ‘Girlfailure’ has stemmed from a general exhaustion with adopting grind culture mentalities, with over half (53%) of women globally saying their stress levels have significantly increased in the last year.&nbsp; Women are craving a new narrative, or standard that creates reassurance, confirming that they do not need to strive for ‘picture perfect’ lifestyles.&nbsp; The nature of influence is shifting and people now feel more connected to relatable influencers that are transparent and more aligned with their fans and the world around them. Key Takeaways:&nbsp; - &nbsp; &nbsp;The current state of the macro-economic climate is manifesting online, and influencers are shifting toward a new narrative to help people find lower cost alternatives. Brands can lean into this new narrative, taking a civic role to guide consumers toward cost-effective, considered forms of consumption.&nbsp; - &nbsp; &nbsp;De-influencing may appear as a challenge to brands, but it still presents an opportunity. Though this narrative is slowing consumption, it is a clear indicator to brands to focus on niche communities surrounding micro-influencers who have the power to create transparent content, foster more meaningful connections with their user base.&nbsp;

EuroShop: Lively Cities

One of the main themes of EuroShop 2023 was "lively cities," which explored the ways in which retailers can contribute to creating vibrant, sustainable, and inclusive urban environments.&nbsp; Leaning into digitization, spatial quality, and mobility in public spaces, retailers and designers can help to create vibrant and dynamic urban environments that benefit both the local community and the wider world.&nbsp; We spotlight some of the key trends and ideas that are shaping the future of lively cities. Digitization From future planning to virtual shopping – digital solutions are helping enhance the real-world existence of the cities we live, shop and work within.&nbsp; A digital city twin is a virtual representation of any city, which can then be used to help planners analyse, and simulate future scenarios.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/City_Digital_Twin_1025x577.jpg" alt="City_Digital_Twin_1025x577" width="1025" height="577" loading="lazy" style="height: auto; max-width: 100%; width: 1025px;">
While sceptics argue that digital advancement of this kind marks the beginning of the slow displacement of a physical world, EuroShop’s ‘Future Lab’ educated visitors on its benefits. For example, being able to visualise changes or innovations in a virtual space, before the physical to refine and perfect the decision-making process. &nbsp; Alongside future city planning, digitalization in our cities is helping natives and tourists navigate the city landscape more efficiently. Using AR, people can take virtual tours around pretty much any city around the globe, making connectivity for consumers greater than ever before.&nbsp; AR is allowing city-dwellers to also uncover the history of their cities via smart devices; for example, by taking a virtual tour looking at London’s streets through the lens of the 19th century, watching horse drawn carts parade across London Bridge.&nbsp; This technology helps enhance and deepen our understanding of the lively cities we operate in and is something technology of this kind should continue to do to ensure we can live symbiotically between the physical and virtual world. Spatial Quality&nbsp; Maximising, or efficiently organising space in bustling cities is key as urban populations continue to soar.&nbsp; At EuroShop this year, our modern cities were referred to as ‘an extended living room’. This sees our city spaces developed into central gathering spaces where citizens can meet, work and play.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/P_KXC_ECA_GSQ_N5720_kxweb-600x600.jpg" alt="P_KXC_ECA_GSQ_N5720_kxweb-600x600" width="600" height="600" loading="lazy" style="height: auto; max-width: 100%; width: 600px;"> Take Kings Cross – the ‘back garden’ to our office based in busy London. This area has been repurposed in the last decade to offer pockets to suit every aspect of a city-dwellers lifestyle. From co-working spaces, to food, and fashion shops, alongside spaces to sit outdoors and installations to inspire.&nbsp; The future lab stand at the fair this year emphasised the growing importance and role of city’s as an extended space to cater for the growing expectations of city-dwellers for multi-functional, organised spaces.&nbsp; Alongside this, spatial quality can also be defined by dining concepts. And at Euroshop a key topic around this was ‘Instagrammable dining concepts’. It is no longer just about how food and drink taste, but how they are served or ‘staged’. Restaurants that have an aesthetic or experiential appeal automatically build an affinity with a younger audience.&nbsp; The locations created by the ‘Big Mamma’ restaurant group for example are deemed as Instagram worthy spaces that lean into social curiosity and the desire for sharable photos.&nbsp; Having city streets or hubs laden with dining concepts that attract visitors builds a buzzing, vibrant quality city space.&nbsp; Mobility&nbsp; City mobility is crucial because it allows people to move freely and efficiently around different and developing forms of infrastructure.&nbsp; Mobility is one of the most important drivers in combatting climate change, and the advent of free public transport is a sign we are developing more considered approaches to moving around our cities.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Transports-publics_square-1024x1024.png" alt="Transports-publics_square-1024x1024" width="1024" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;"> EuroShop 2023 shone a light on Luxembourg as the first country that allows its travellers to use both trains and buses free of charge. This incentivises people to use public transport, reducing the usage of cars, acting to curb the accumulative carbon footprint of the entire city.&nbsp; Sharing mobility methods is a trend also taking shape in cities. It comes at the same time that society is shifting toward experiences and shared solutions in a broader sense.&nbsp; From bikes to scooters or even cars, there are multiple ways people can rent or borrow mobility methods in cities for a range of occasions. Not only it is a greener way to be mobile but allows people to lean into a sense of community that consumers increasingly crave in a city-environment.&nbsp;
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 The discussed elements of lively cities go hand-in-hand in enabling people to live in sustainable, and prosperous spaces.&nbsp; They are also key for us to consider in the retail industry, as re-iterated by Nina Bauer, Managing Director of VITAIL GmbH, because: "Retail and the city center are symbiotically linked and can positively develop each other”. Keeping our fingers on the pulse of change and development in cities allows us to stay informed and ensure our design and broader creativity further enhances the urban environments we live, and work within. &nbsp; &nbsp;

One of the main themes of EuroShop 2023 was "lively cities," which explored the ways in which retailers can contribute to creating vibrant, sustainable, and inclusive urban environments.&nbsp; Leaning into digitization, spatial quality, and mobility in public spaces, retailers and designers can help to create vibrant and dynamic urban environments that benefit both the local community and the wider world.&nbsp; We spotlight some of the key trends and ideas that are shaping the future of lively cities. Digitization From future planning to virtual shopping – digital solutions are helping enhance the real-world existence of the cities we live, shop and work within.&nbsp; A digital city twin is a virtual representation of any city, which can then be used to help planners analyse, and simulate future scenarios.&nbsp;

EuroShop: Trends in Action

This year’s retail fair in Düsseldorf featured several brands that stood out when it came to showing an awareness of the key trends shaping the retail landscape.&nbsp; From technology, to sustainability, and convenience – we spotlight the brands and their creative relevance at EuroShop and the retail industry at large.&nbsp; Euroshop demonstrated the direction of the next generation of retail and provided an opportunity for retailers to meet like-minded brands to share and inspire new solutions shaping a better world for customers.&nbsp; Technology&nbsp; One of the most prominent trends at EuroShop 2023 was the increasing use of technology in retail. Conversations around technology focused primarily on robot automation, AI and AR solutions. With 85 million jobs set to be displaced by automation by 2025 globally (World Economic Forum, 2020), the robot revolution is taking the world by storm. We saw evidence of the importance and benefits of automated solutions at this year’s fair.&nbsp;

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-23%20at%2010.04.36.png" alt="Screenshot 2023-03-23 at 10.04.36" width="1106" height="619" loading="lazy" style="height: auto; max-width: 100%; width: 1106px;"> For example, brand ‘Robot Shelfie Pro’, dubbed ‘the personalised robot for retail’ allows brands to guide their customers through store as well as educate them as to the latest promotions or product information.&nbsp; Amongst its other functions, the robot also allows brands to cut labour costs for example by offloading repetitive tasks and helping personalise the overall customer journey.&nbsp; AI also continues to be a significant trend in the retail industry. A study by EHI Retail institute demonstrated that this year, 69% of commercial operators indicated they now use AI tools to support their operations. And this figure will only grow as we look toward a tech-dominant future.&nbsp; Sensormatics is a brand using AI to provide operational insights to their clients by offering visibility into shopper experiences. Something brands want and need is data to collect insights on their target audiences to innovate, and provide better, more personalised retail experiences.&nbsp; The use of AI in this way is a common, and growing use as brands endeavour to know and understand the ever-changing habits of shoppers.&nbsp; Sustainability&nbsp; Another trend on display at EuroShop 2023 was the growing focus on sustainability in retail. The Messe Dusseldorf had a dedicated stand, “THINK SUSTAINABLY – ACT RESPONSIBLY” and was just one element of EuroShop 2023’s “Hot Topic Sustainability” initiative, which emphasised how brands can mitigate their environmental impact through considered adjustments. Across the board, the use of green, or eco-centric messaging from brands was hard to ignore. In the past, businesses at EuroShop have been scrutinised for a lack of authenticity when it comes to sustainability.&nbsp;
Yet, this year it felt like brands had levelled up and left green washing and window dressing at EuroShop 2020.&nbsp; Representative of Resourcify, Steve Jordan discussed digitisation and the circular economy on the start-up stage, highlighting that 75% of waste comes from companies (not consumers), and the role brands have - to step up and reverse this.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Resourcify-WelcomeToYourRecyclingPortal.png" alt="Resourcify-WelcomeToYourRecyclingPortal" width="1201" height="730" loading="lazy" style="height: auto; max-width: 100%; width: 1201px;">
Emphasising that “we cannot recycle our way out of this one”, Jordan valorises the importance of a circular economy and demonstrates the benefits of Resourcify as a scalable solution for a centralised waste management and recycling – helping unlock the full potential of recycling.
Resourcify aims to provide end-to-end control and transparency of a brands waste management, also offering a digital toolset and access to their connected network of independent recyclers. The focus on end of life and waste was one of many conversations taking place around sustainability at this year’s EuroShop, and we feel encouraged by the progress and transparency shown across the board by brands and retailers.&nbsp; Convenience&nbsp; Customers crave convenience because it saves them time and effort, provides more choice and flexibility, and ultimately improves their overall shopping experience.&nbsp; As such, brands that prioritise convenience are more likely to attract and retain customers in today's competitive marketplace.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/f.jpg" alt="f" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;"> One of the most talked-about brands at this year’s fair was Amazon. A step on from their ‘Go’ stores – premised off convenience, this year the brand presented its drone delivery technology, which is currently being tested in select locations.&nbsp; Amazon is attuned to the recently accentuated importance of delivery in ensuring a satisfying shopping experience, creating a process that cuts costs and time for both the supplier, and customer.&nbsp; Another brand doubling down on convenience was Alibaba who showcased their "New Retail" concept. This concept involves integrating online and offline shopping experiences, using technologies such as facial recognition and mobile payment systems.&nbsp; Alibaba also showcased its "Hema" stores, which combine traditional grocery shopping with restaurant dining and online ordering. These innovations seen at EuropShop will shape more convenient future lifestyles and give more power to consumers who expect to have full control over their purchase decisions. In a society where time is fleeting and excessive choice acts to overwhelm consumers, it takes more than price to establish a competitive offering. It’s vital that brands look at how you can make shopping as convenient as possible for shoppers.&nbsp; Overall, Euroshop 2023 was a showcase of the latest and greatest in retail technology, sustainability, and convenience.&nbsp; Brands that can incorporate these trends into their business models are ahead of the curve in future-proofing their strategy and will be able to maintain a competitive offering in a fast-innovating space.&nbsp;

This year’s retail fair in Düsseldorf featured several brands that stood out when it came to showing an awareness of the key trends shaping the retail landscape.&nbsp; From technology, to sustainability, and convenience – we spotlight the brands and their creative relevance at EuroShop and the retail industry at large.&nbsp; Euroshop demonstrated the direction of the next generation of retail and provided an opportunity for retailers to meet like-minded brands to share and inspire new solutions shaping a better world for customers.&nbsp; Technology&nbsp; One of the most prominent trends at EuroShop 2023 was the increasing use of technology in retail. Conversations around technology focused primarily on robot automation, AI and AR solutions. With 85 million jobs set to be displaced by automation by 2025 globally (World Economic Forum, 2020), the robot revolution is taking the world by storm. We saw evidence of the importance and benefits of automated solutions at this year’s fair.&nbsp;

Purposeful Networking

Over time social media has catered to a consumer’s desire to mingle on mass. New social media and networks have meant people could find connections online on the opposite side of the world if they wanted to.&nbsp; However, people’s priorities are shifting. Online users are embracing more meaningful connections in smaller, more purposeful digital spaces.&nbsp; Long term, this shift will see social media evolve to become increasingly fragmented. We can expect to see a growth of niche or micro communities that foster trust and intimacy – uniting people through commonalities, and passions. Say goodbye to social networking on mass, and hello to a more purposeful approach to communicating and place-making online.&nbsp; Spot&nbsp; Spot is an app which helps like-minded professionals connect with one another virtually in a more purposeful way.&nbsp; Anyone who signs up to the app is thoroughly reviewed to ensure all profiles are verified, creating a safe space for people to connect.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-14%20at%2015.50.27.png" alt="Screenshot 2023-03-14 at 15.50.27" width="950" height="1491" loading="lazy" style="height: auto; max-width: 100%; width: 950px;"> Spot encourages users to explore by interest, career goals and location to create a more relevant and intimate social experience. Members of the app can also subscribe to exclusive events, to meet fellow users in real life to create a physical connection.&nbsp; Having to pay for a subscription to the app also means users are loyal to the communities they join through the app. Gone are the days of ghosting, thanks to a more purposeful approach through ‘Spot’.&nbsp; Building relationships in this way online is appealing to today’s consumer seeking micro-communities formed around common interests. Not only does it make social networking purposeful, but means connections made have deeper meaning.&nbsp; Delli&nbsp; Rekindling the nation’s love for cooking which grew during lockdown, alongside a continued desire for convenience both inside and outside the home – app Delli allows users to explore and support independent producers in a shared social network.&nbsp; Not only can user’s network with people in their local community to enthuse in a shared passion for food, but they can also turn their love or hobby for food into a side hustle.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-15%20at%2009.57.52.png" alt="Screenshot 2023-03-15 at 09.57.52" width="909" height="388" loading="lazy" style="height: auto; max-width: 100%; width: 909px;"> Harnessing a similar approach to Depop, the app allows users to list products on their profiles for others to interact with or buy.&nbsp; It is easy to lose sight of the independent makers, or producers on apps with the ‘TikTokification’ of online content which shifts content discovery away from an individual's chosen network towards something that's more algorithm-driven. Delli wants to move away from mainstream food content and networking culture which lacks meaning and rarely facilitates connection between fellow foodies and independent makers.&nbsp; This app instead aims to create a more purposeful approach, and a dedicated space for foodies to connect and support one another through buying and selling goods in their own communities.&nbsp; Key Takeaways&nbsp; - &nbsp; &nbsp;Shift your attention away from the mainstream towards the fringe and the collective. Empower and cater to the micro-communities popping up now online to build meaningful, and lasting connections. - &nbsp; &nbsp;Financially investing in a social community encourages users to be loyal to them long-term. Loyalty will also help users engage more seriously to the connections they create, contributing to a more meaningful space and purposeful approach to networking. &nbsp;&nbsp; - &nbsp; &nbsp;The growth of micro-communities is creating a shift towards consumerism in a community model. This is opening up opportunities for like-minded people with hobbies they want to monetise to buy and sell in a more purposeful and personal way.&nbsp;

EuroShop 2023

Our team had a busy week out in Düsseldorf at Euroshop 2023. It was great to meet so many like-minded creatives, existing clients, and observe the scale of innovation taking place across Europe in the retail industry. Feel Good. Do Good Our design concept was inspired by what we call fundamentally good design. Our pink and yellow coloured stand acted as a canvas for a diverse collection of stickers designed and produced by our very own creatives at The One Off. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(3)-2.png" alt="MicrosoftTeams-image (3)-2" width="2493" height="1348" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> Located in the designer’s village, it was a great spot - buzzing with designers and industry creatives keen to have a chat and learn about good design. Each visitor that came to our stand was encouraged to choose a sticker, adding to the growing collection masking the stand. As the days passed, the pink and yellow structure became less and less visible as stickers dominated - producing a mural of feel-good motifs and graphics.&nbsp; Flagships that deliver As well as creating a stand which we were immensely proud of, we had two of our team: Richard Collier and James Hanson speak on the Retail Designers Stage on two of the days, on how to build flagships that connect emotionally with shoppers and deliver commercially.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(2)-3.png" alt="MicrosoftTeams-image (2)-3" width="2493" height="1638" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> It was a great opportunity for the team to share their knowledge and experience in the retail industry from both a design, and business perspective. “Getting the balance between consumers hearts and minds with fundamentally good design protocols can deliver the best brand flagship spaces and a good profit.&nbsp; Creating a great integrated brand story that connects to consumers and inspires them to join your brand can be supported with the right site selection, retail operational rigour, product density with efficient design systems that operate faster and work better. &nbsp;It’s the balance between a brand feeling good and doing good. Being both emotionally inspiring whilst doing the commercial numbers.” (James Hanson, Managing Director) The chatter continued off stage, and it was great to see so many clients and partners, as well as meet so many new people who visited our stand to chat about how we can help their brand ‘feel good’ and ‘do good.’&nbsp; We are now in the process of following up on the wonderful conversations we had during our time at EuroShop, so please keep an eye out for any communication from us. We want to say a big thank you to everyone in the team that worked so hard to get us there, and to the team that were on the ground in Düsseldorf manning the stand and connecting with peers in the industry. &nbsp;
<div class="hs-embed-wrapper" data-service="tiktok" data-script-embed="true" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto; max-width: 811px;"><div class="hs-embed-content-wrapper"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@theoneoff/video/7208092614346820870" data-video-id="7208092614346820870" data-embed-from="oembed" style="max-width: 605px;min-width: 325px;"> <section> <a target="_blank" title="@theoneoff" href="https://www.tiktok.com/@theoneoff?refer=embed">@theoneoff</a> <a target="_blank" title="♬ Nice Day - Muspace" href="https://www.tiktok.com/music/Nice-Day-7114694728502773761?refer=embed">♬ Nice Day - Muspace</a> </section> </blockquote> <script async="" src="https://www.tiktok.com/embed.js"></script></div></div>
 Next Stop: Salone Del Mobile We want to offer our clients and partners an exciting opportunity to inspire your team as you visit the annual Salone Del Mobile in Milan and see the exciting retail and hospitality on offer in this Italian city known for its innovation in both fashion and design. Milan is gearing up for one of its busiest months of the year and our trend tour will take you straight to the action. The tour will run across two days including a hotel stay and dinner arranged at exciting and innovative hospitality venues. Limited spaces available. Learn more about our Trend Tours at https://lnkd.in/evZgU7dG or contact charlotte@theoneoff.com for more information.

Our team had a busy week out in Düsseldorf at Euroshop 2023. It was great to meet so many like-minded creatives, existing clients, and observe the scale of innovation taking place across Europe in the retail industry. Feel Good. Do Good Our design concept was inspired by what we call fundamentally good design. Our pink and yellow coloured stand acted as a canvas for a diverse collection of stickers designed and produced by our very own creatives at The One Off. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(3)-2.png" alt="MicrosoftTeams-image (3)-2" width="2493" height="1348" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> Located in the designer’s village, it was a great spot - buzzing with designers and industry creatives keen to have a chat and learn about good design. Each visitor that came to our stand was encouraged to choose a sticker, adding to the growing collection masking the stand. As the days passed, the pink and yellow structure became less and less visible as stickers dominated - producing a mural of feel-good motifs and graphics.&nbsp; Flagships that deliver As well as creating a stand which we were immensely proud of, we had two of our team: Richard Collier and James Hanson speak on the Retail Designers Stage on two of the days, on how to build flagships that connect emotionally with shoppers and deliver commercially.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(2)-3.png" alt="MicrosoftTeams-image (2)-3" width="2493" height="1638" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> It was a great opportunity for the team to share their knowledge and experience in the retail industry from both a design, and business perspective. “Getting the balance between consumers hearts and minds with fundamentally good design protocols can deliver the best brand flagship spaces and a good profit.&nbsp; Creating a great integrated brand story that connects to consumers and inspires them to join your brand can be supported with the right site selection, retail operational rigour, product density with efficient design systems that operate faster and work better. &nbsp;It’s the balance between a brand feeling good and doing good. Being both emotionally inspiring whilst doing the commercial numbers.” (James Hanson, Managing Director) The chatter continued off stage, and it was great to see so many clients and partners, as well as meet so many new people who visited our stand to chat about how we can help their brand ‘feel good’ and ‘do good.’&nbsp; We are now in the process of following up on the wonderful conversations we had during our time at EuroShop, so please keep an eye out for any communication from us. We want to say a big thank you to everyone in the team that worked so hard to get us there, and to the team that were on the ground in Düsseldorf manning the stand and connecting with peers in the industry. &nbsp;

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