The Future of Brick-and-Mortar Retail
Brands are pushing the barriers of traditional retail, through new experience-based models at their physical stores. These brands are bridging the gap between the virtual and physical worlds by incorporating these immersive techniques capturing audiences around the world. See what some of the major fashion brands are doing to reinvent the brick-and-mortar retail universe.
Digital is transforming retail by utilising advanced technology to make the most out of the buying experience. Digital is completely influencing consumer behaviour as personalization is becoming more advanced than ever before. Luxury retailers have clearly recognised this, with many introducing in-store technologies to dazzle shoppers. Dior launched a virtual reality headset to give shoppers a behind-the-scenes look at its runway show, for instance. And Harvey Nichols introduced Project 109, a collaboration with Hypebeast– an in-store concept space that hosts immersive installations and pop-ups.
amiri store front in japan | amiri instagram
Amiri Storefront in Tokyo by famous 3D artist
3D artist ShaneF is a NYC- based 3D artist and motion designer from Wuhan, China. In his latest project for AMIRI’s Tokyo storefront, ShaneF displayed a beautiful blooming sakura tree paying tribute to the city of Tokyo and breathing life into the window. The striking art piece within the storefront has already been going viral all over social media mesmerizing viewers.
Farfetch “The Store of the Future”
Online luxury retailer, Farfetch announced a partnership with Gucci to launch “The Store of the Future”, Farfetch showcased in-store technology that enables luxury shoppers to use their smartphone to log in when they enter a store to receive personalised recommendations from the retail staff. Farfetch is calling this store their “offline cookie” in part because of the data they will be able to collect based on customers’ in-store shopping behaviour. The staff themselves would be able to access their affluent customers’ profiles, including purchase history and product wish lists. Farfetch’s ‘Store of the Future’ aims to dramatically improve retail productivity by capturing invaluable customer data and enhancing human interactions between shoppers and sales associates.
farfetch x gucci collab | wonderlandmagazine.com
Fred Segal NFTs
Fred Segal has partnered with tech company Subnation to launch Artcade, a dynamic retail experience featuring curated collectibles, limited product drops, an NFT gallery, and a streaming studio. The collaboration will exist physically on L.A.’s Sunset Strip and virtually in the Metaverse. The items featured include IRL collectibles, limited-edition apparel, and gaming hardware. Visiting customers can use cryptocurrency to purchase virtual products including NFT artwork and digital skins online via Coinbase. The retailer is working on allowing cryptocurrency to be used in-store to purchase items. “The metaverse is going to happen in one way or another,” said Jeff Lotman, the CEO and owner of Fred Segal. “The idea of being involved in having a Fred Segal store in that world makes sense because we’re always a place showing things that are really cool.” says the founder.
fred segal nfts | nft.wtf
The store is also featuring Metagolden’s latest jewellery line, which is the first to enter the Metaverse with digital art tokenized by physical 18K gold jewellery. Metagolden’s latest collaboration features pieces from pop artist Ashley Longshore and includes both physical and digital assets featuring unique NFTs of 62 iconic female leaders, including Billie Eilish, Anna Wintour, Lady Gaga, Lizzo, Diane von Furstenberg, Michelle Obama, and Mother Theresa.
The Artcade exhibition features highly valued works owned by a group of top NFT collectors. Pieces from the Bored Ape Yacht Club, The Mutant Ape Yacht Club, Doodles, and Cool Cats are also featured. The most valuable NFT on display is a Bored Ape Yacht Club piece worth 35.47 ETH, equal to $142,466.32. As NFTs are increasingly making their way into physical art galleries via digital display tablets, other retailers are also eyeing the possibilities.
“Right now, so many commercial brands are seeing the value of taking assets they already own and creating new ways to share them with fans through NFTs,” said Roxy Fata, the COO of Infinite Objects, a company that creates wall display screens for NFTs. “To make the sometimes confusing concept more understandable, these brands are seeing the added value of including a physical version of the NFT to make sure their audiences can enjoy it and to display the content in a meaningful way.”
Brands now more than ever are creating their own metaverse in-house. Unfortunately, building an in-house Web3 compliant metaverse is timely and costly. ORDRE Meta, however, allows brands to build their own personalized metaverse with navigations and 3-dimensional walkways included. Brands wanting to reach a wider expanse within the global market can now create a metaverse fully built out for buyers and retailers alike with JOOR backing.
