I repeat this a few times and once I see my total, I close my shopping app. I guess this is my version of “window shopping”. I do miss the nostalgia of wandering through the mall just to end up in the food court. However, I find tranquillity in shopping from the comfort of my own home. The convenience of purchasing my next outfit is at the ease of my fingertips. With the endless portals of online shopping, what is in store for the future of consumer experiences? While it may seem as though the popularity of brick-and-mortar stores has been declining, the future of retail experiences is shifting.

As a frequent window shopper, concept stores caught my attention. Concept stores have a curated product selection that embodies a unique aesthetic. They are not just a place to shop, but also a centre to cultivate ideas and be inspired. Retail is an incredibly competitive industry, so it’s vital to create a story that consumers are drawn to. Art, design, sustainability and technology have been utilized to create a more experimental and personal in-store experience.

Gentle Monster, an eyewear brand nesting from South Korea, intersects between retail and exhibition. Consumers can experience an array of visual and auditory displays. Their flagship in Seoul called HAUS DOSAN is a multifunctional space where visitors can heighten their senses through the retail of Gentle Monster, cosmetic brand Tamburins, and dessert brand Nudake. Boasting four stories, each floor has its own surprise with mixed media art installations and a futuristic theme. On the 3rd floor, they even have a six-legged robot to symbolize the brand’s theme to challenge norms. I feel as though brands are becoming more brave to showcase a new retail narrative.

In recent years, COS, the London-based fashion brand, opened concept stores in Stockholm and Mexico City that boast more sustainable design principles. While constructing the retail space, the architect's creatives focused on circularity and lowering CO2 emissions. Recycled materials were prioritized when creating the furniture and interior. Even the mannequins are 100% recycled. Their Mexico City location also operates as an art exhibit that showcases local artists that empower sustainability. It’s more noticeable now that retailers are trying to design a less wasteful future.

A location that I hope to visit one day is Dover Street Market in London. The retail space is designed by Comme des Garçons' Rei Kawakubo, but all the other brands have their own personal freedom in their creative spaces. There is a wide range of collections from high fashion to streetwear. The layouts on every floor represent a chaotic but endearing landscape.

Although these are just a few highlights of what concept stores entail, this innovative market intersects commerce and culture. Concept stores provide emotions and wonder that can not be duplicated online. I believe that consumers are more likely to shop retail in person when there are enticing experiences that can create memories. Rather than just a quick shopping trip, consumers spend more time engaging and will eventually value their purchases more. Many concept stores also have a focus on sustainability so I believe there will be an increase of responsible purchasing and consumers preferring stores that align with their values.    

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