Stores Are No Longer Just For Shopping
Stores Are No Longer Just For Shopping
with Lula Galeano, Ruxandra Halleröd and Carly Sweeney
By HURS Team
Imagine a store. Any store. You’re probably thinking about the cash register, rails or other product displays or badly lit changing rooms. Online shopping, technology and the pandemic have made an immense impact on the retail industry and the way consumers shop. So why have stores remained the same? As with everything, there are exceptions. Apple’s stores might be a tired reference, but it's one of the only mass market brands that has created a unique and new shopping experience. No tills, hardly any products, and stores that showcase nature or education over tech. Other brands like Jacquemus, Kith and Nike have also been able to create spaces that are about more than showcasing their latest products. Shops aren’t just about shopping anymore, they’re an extension of the brand and its universe. If consumers are looking to buy, there are more efficient ways to do so. And the numbers confirm it. In 2021, global e-commerce sales grew by 17.1 percent compared to 2020. It accounted for approximately 19 percent of all retail sales worldwide. As online shopping isn’t going anywhere, brands need to rethink the purpose of their physical spaces. How can they use them to interact with their community while integrating the online and offline experience? It could be a place to meet, a place for discovering the brand’s world beyond their products, or a place to try before you buy. As little has changed in the retail landscape, opportunities are endless. From personalization to finding ways to connect with local markets to using AI to connect a unique experience. It’s time for brands to inspire us again.
We asked three architects for their thoughts on the state of retail design, the value and function of stores in the age of online shopping and their approach to designing these spaces.