As retail continues to rapidly transform, we’re looking beyond the immediate industry, to environments and concepts inspiring the retail of tomorrow in our latest Fluid Retail series. Today’s consumers engage with brands in a fluid manner, the traditional sectors of the retail, restaurant, hospitality, and entertainment have blurred as the consumer-desired experience has become a mosaic of expectations, influenced heavily by engagement, access, and authenticity. Embracing these new expectations presents brands with a greater opportunity to differentiate, cross-sell and expand the breadth of their brand experience.
This segment will focus on Hospitality & Wellness concepts—from fitness flagships to lifestyle hotel—that have adapted to new consumer behaviors and paved the way for new experiences of the future (and while you’re here, check out other our other segments: Food + Beverage and Entertainment):
Locke at the Broken Wharf
British hotel brand Locke opened a new experience that shifts the traditional hotel experience by merging elements and ideas of the hotel and homestay. At the Broken Wharf hotel, guests have access to an all-day restaurant, co-working space, yoga studio, and events space for art exhibitions and small concerts in collaboration with local artists.
The Greenhouse Group recently opened one of the largest dispensaries in Illinois. Located on the outskirts of Chicago, the two story building will offer a retail cannabis experience that focuses on education. Most dispensaries follow a showroom-style format, but Greenhouse blends the usual hands-off displays with unique demonstration zones.
S/Park by Shiseido
S/PARK is an interactive beauty complex established at the Shiseido Global Innovation Center in Japan. Spanning across three floors, visitors can enjoy delicious and healthy meals created in collaboration with Shiseido Parlour, experience active beauty through their original programs based on unique methods, and connected with counselors to personalize cosmetics and try new products.
With travel restrictions in place across the world, many people have opt for outdoor adventures. Following this trend, London boutique hotel The Hoxton created a premium pop-up camping experience called Camp Hox. Here, campers can rent a fully equipped canvas tent with beds, hot showers, personal bathrooms, and a private fridge that is re-stocked each day with food.
Peloton Studio NYC
Fast-growing fitness brand Peloton has taken its business beyond at-home cycling classes into a massive 35,000 SQ FT studio-retail hybrid at Hudson Yards in NYC. Leveraging the brands lifestyle-meets-fitness mantra, the studio is equipped with space for cycling, yoga, and running classes and a showroom where shoppers can purchase and trial bikes and treadmills.