This week has seen a flurry of discussions around the future of the high street and what indeed may lay ahead. Its been a topic of hot discussion at The Yard too with suggestions of everything from 'turf it over and make it a leisure destination' to 'online retailers becoming offline'.
Back in 2010 we engaged with ASOS to try to challenge them to explore this possibility and become one of the first major players to push the boundaries of bricks and mortar, just like they did online.
But just as online brands have a new potential era ahead of them, what of the FMCG brands? Think about those brands that are really pushing bondaries. The brands who almost don''t care about the norm. The brands who almost do an 'Adele' to the authorities and do it their own way.
We've already seen M&Ms open massive, crazy stores with huge pillars filled with small bits of sugar coated chocolates. Never would I have thought customers would want or even care about going to a shop full of M&Ms. Buts its packed every time I go by with kids beaming from ear to ear!
So maybe this idea's not a crazy as first thought.
The first conceptual inhouse project this year has been for Lynx. A brand that has used augmented reality to allow customers to 'engage' with an angel! A brand who shows what young men REALLY think about and who is not afraid to put 500 women in bikinis running across a beach. A brand that is at the heart of youth culture and yet there are those of us who can remember Lynx Java, Africa and Inca! A brand constantly reinventing itself and staying cool to those who matter.
So what would Lynx do if it went on to the high street? It only sells cans of deodorant and a handful of male care products. Not much of a shop. Saying that though, look at what Telekom did with
4010. What
The Book Club has established over in shoreditch. Mutli-use spaces that maximise on their prime location and get the most for their buck in terms of rentals vs opening hours.
Ok, a prime location. A mutli-use space. A handful of products. And a brand that throws caution to the wind. Nice.
So, Angels (or current campaign at the time) projected everywhere is a must. Infra-red-activated, they would respond to human interaction just like the Puma in the Puma store in Carnaby Street all those years back. Walk in and they would rush towards you, follow you around and linger hopefully.
A catalogue of the Lynx Stream would be shown across the store communicating more about this exciting new App and how it can cature those epic nights out for all to see..!
24 hours emergency vending in the shop front would of course overcome those embarrassing 'odour-you' moments.
But what of the rest of the space:
Sponsors of the X-Box gaming competitions and based on the fact that 51% of young males are active gamers*, an X-Box experiential zone would work wonders to draw in the crowds.
Looking good is key to the success of any young male so what about the ultimate mens grooming salon. Uber cool settings, Sky sports on huge plasma screens whilst having your hair washed. Super sexy, Lynx angels, Abercrombie and Fitch stylie, cutting your hair whilst being served beer (to over 18's), who wouldn't go there?!
Enter Topman to build upon the brand partnerships by having a weekly trend space showcasing all the styles about to hit the high street. Offering unique discount codes, customers can buy in store ahead of launch through instore iPads and delivered to your house within 24 hours.
Want to know the best gadgets to have in your Dakine? Dixons KnowHow just so happen to have teamed up with Microsoft Surface to create a bar that showcases the actual products with fully interactive social media connectivity to technology leaders and experts on-hand to explain more.
Lynx already go that extra mile to offer customers online help and advice on all things from sex and drugs to careers and lifestyle. Enter the big Brother style Agony Angel. Always on-hand to help give you friendly advice on any topic in a relaxed, confidential environment.
And what of supporting your local community? What about a community activity space where local, upcoming talent can exhibit. Show their talent to the world. Provide a platform for people to grow from.
'But what of the Lynx products' I hear you cry! Well putting them on shelves just wouldn't be right. Lets sell them as you'd buy drinks from a bar - Lynx already sell 'shots' of deoderants so why not? High-gloss, neon illuminated back bar, with everything lined up like exhibits. "Barman, I'll have a 2012, an Excite and a shot of Vault please."
And this is just during the daytime...what about the night?!
Walls would move, partitions would slide, lighting would change, the digital fascia would switch to promote this as the evening destination it has become. A bar. A VIP area. An exclusive gaming zone. With projection architecture morphing around you to create a space appealing to both men and women that becomes the next 'must-go-to' destination.
Now this is just a crazy thought for just one FMCG brand. Just think for a minute what someone like Red Bull might do?! What would Walkers do?
Could these brands be the answer to reinvigorating our high streets?
To the guys over at Lynx, what do you think?
* Fact from Theaveragegamer.com
