That thesis might still be interesting for trade fairs or whatever, but it doesn’t have a chance in retail stores. It’s really about sources of inspiration, about decorations, actually about touching and spontaneous shopping. The haptic, direct on-site experience is coming back in a big way. If it’s digital, then it’s all done via smartphone.
Entertainment, for me, is the origin of retail. Marketplaces originally were entertainment areas in which social interactions happened and that build and maintained relationships. Even today, retail has to bring people together. If people are spending their time, you have to offer them added value. However, retail has increasingly become a warehouse or a distribution center. It was not demanded otherwise because that was how success was measured. Today, retail has to create a setting in which people feel comfortable. At the same time, it needs to show attitude. Retail has to be looked at more broadly, because without considering sustainability it is no longer possible. So it is not just performing the show and providing the entertainment, but retail also has a teaching mission. We have to get to the point where we sustainably use and re-use more and do not consume everything. And we all – including retail – have to face up to this responsibility.