The screen has made us forget the possibilities of space


Brick-and-mortar stores offers more than three dimensions: they offers opportunities for interaction, for sensual experience, and for serendipity. Retailers should not restrict themselves from capturing the potential that lies therein by designing store experiences around 2D screens. Instead, they should leverage the metamorphic character their spaces offer by constantly changing the way they use it.




For the luxury brand’s 40th anniversary Michael Kors launches a pop-up exhibition allowing visitors of the London flagship store to discover the key milestones from Kors’ 40-year career in a new manner. Every one of the 15 looks entails unique stories which are made accessible through QR codes. By scanning the code of a garment, the customers can dive into the history behind and scroll through photos, personal and historical anecdotes, as well as videos of the designer Michael Kors’ speaking about the look.

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Digitalization opens up completely new possibilities for offering digital services such as recommendations or personalization in the store. Digitalization is an “enabler” which makes our world, which has become so complex, more manageable and tangible for the consumer – also in the physical space. Our “fashion connect” store in Hamburg’s Mönckebergstraße is a repeatedly awarded example of this.

Jan Starken


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.

Wolfgang Grunschwitz


A space has so much potential to convey values, quality and aesthetics of products and of course offer multisensoric experience. I believe that the stationary brand space is where credibility and relevance is generated for customers, more than online. Authenticity can be experienced in interaction. That’s why I would like to see more brands becoming aware again that they have to operate the space with other qualities and with a different intention, not as a sales space, but as a brand, a community space.

The flexibility of the space is an important point for me. Because a shop as we know it can be used in a completely different way. So retail is changing, and that has to be seen in several dimensions.

Andreas Hauff

Kriton Immobilien

Virtual experiences just don’t come out the way they do when you experience them in space. That’s why we’re going to see a renaissance of physical space.

Aziza Freutel


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