Wednesday 10 December 2014

New STORY to tell

A retail space that changes every 4 to 8 weeks. 

OK, that's insane. 

We've seen small retail spaces do this across multiple brands but never one that is curated by one brand. Not that actually closes and changes the fit-out each time! Well, now we have seen and what we saw was truly impressive.

But first, to back up a bit.

This trip to NYC started off feeling a little bit conservative. Talking to big brands and getting the sense that they thought change was something that happened on the moon, we started to feel disappointed. So off to find something of interest in the big apple. Surely this great city hasn't slowed down and got boring all of a sudden. Heading out down the High Line (which is amazing btw) we dropped in to Chelsea and chatted to a few locals. The talk of the town? Stories. A project curated by Rachel Shechtman with a single vision: Retail has a new STORY.


We finally found it and upon entry was surprised to find that this was not a low key, cheap approach to retail in an attempt to be different for different sake. It was good. Really good. Excellent branding. Superb interiors. And of course, a great story. The story. At this point, relief. Relief that that sense of worry just passed on by. NYC was back and ready to deliver.


Story is more like a magazine than a store. In the same way as a mag, the store completely changes to reflect a theme, trend or issues. Originally set up as a matchmaker between brands and consumers the space just keeps going further and further. From making pasta to hosting TED talks. 


Each story has a relevance to issues, trends or events happening at that very time. Previous stories include Good, Love, Made in America, Art, Wellness and of course Home for the Holidays, happening right now.


As part of the talk at the A.R.E. we talked about the importance of pop-ups and the sense of change they bring to a community. The fact that this sense of change keeps people coming back to bricks and mortar. As a whole, the US don't really embrace this new opportunity but this store, this goes way further than anything we've seen anywhere in the world! 


Could this be done in the UK? Would it bring a sense of something new to a town on the cutting edge? Eh, yeah! To the Westfield's of the world, get in touch with Rachel. This the next big thing.

The first ever store in the World selling emotions...

The Worlds first store to ever sell emotions. A few seedy locations in soho may well challenge that but nevertheless, this is a bold claim. Not the 'Worlds first' part, the 'selling emotions' part. Could this blacked out retail unit in Chelsea, NYC, really sell emotions? Lets see. 



Step inside and we're greeted by an unexpected coolness. This definitely isn't a dodgy sex shop. A white box with flora and colour everywhere. Wonderfully propped with Manhattan style art and bell-domes neatly arranged on a long, slick white table. And the smell...the smell is hard to pin point as there seems to be a collision of tones in the air but its nice. Its warming and ever so slightly homely.



A host greets us with the uncanny NYC charm, asks us to sign in and register our bar code. Then we're introduced to Katie and Mel who lift one bell-dome at a time, explain each smell and teach us how to smell the different scents. 




After this we are walked to a circular space with 5 doors. A bit Alice like and equally intriguing. Each room has been set with a theme. Relax, Flirty. Slightly cheesy but fitting. Step in to each room and there is a unique smell, each with photo opportunities for you to capture the essence of the room and embrace mood.






In fairness, the fun was over after the second room. The rooms become overpowering and your nostels felt abused. Not that that stopped SJR getting half naked in an attempt to win a prize that didn't exist. The experience over and yes, I did feel different and had certainly felt emotional at times. But where was the sell? Where was the trade of emotions for some other commodity? 


It was only when we went to leave that we flicked through a book on the side and then realised who and what product was behind it all. And what a surprise. Totally unexpected. 

Glade. Glade candles. The store was selling candles! Now I'm not a candle type of guy but wow, I'd buy of the back of this. We love this kind of disruption. Flat out bonkers but relevant. A totally different way to sell candles, not just a new logo or new brand.

So is the claim justified? Its pushing it a bit so questionable. Was it an amazingly unexpected immersive experience that blew our minds? Hell yeah! Truly original and wonderfully executed. Only addition we'd add? Have a separate route out so as not to give it away on entry and display the product for grab and go purchases. You'd make a killing.


Hats off to Glade for one of the best and most unexpected finds on Manhattan.

Keith goes KITH

The level of cool in the sneaker industry has gone through the roof recently. With the emergence of ATHLEISURE as a trend, guys and girls alike are going crazy for limited editions and sports wear that can rival a pair of Jimmy Choos or an All Saints jacket.



On a recommendation, we were directed towards KITH in NYC Soho. The sneaker store on its own is legendary but it just got extended to adjoin the adjacent apparel store. And what a environment! Super slick, white installation-like space with sparing visual merchandising and subtle art pieces with everyday objects. From all white sneakers en masse to white, grey and black pencils used to make mesmerising works of art, this feels more like a Jil Sander store than an urban sportswear brand.




But, and there's a big but. As cool as it was, it was possibly the most disappointing stores we visited. It was the only store we visited in NYC that had staff that just didn't care. They were too cool for school and as such totally spoilt the experience. A real shame but it just goes to prove once again....you can design the best space in the world but if the staff don't live and breath the essence of the brand and make people welcome, forget it. Save your money, go on a spanking holiday and start something else instead.