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The Experiential Retail Precinct

Paul Ocolisan, Regional Creative Director of e2, tells us how the ’experiential retail’ concept is emerging to meet the challenges of the day.

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BY jesse

21 May, 2013


Two significant factors that have been shaping brick-and-mortar retail are the emergence of omni-channel retailing and increasing rental costs. Retail brands are responding in very exciting ways, creating out of town, large format environments with a strong curatorial emphasis that offer consumers a unique range of experiences and brands. Already acknowledging that the shopper will ultimately purchase through a range of available channels, brick-and-mortar establishments have to offer a less transactional, more experiential retail environment. We are seeing the emergence of the ‘Experiential Retail Precinct’.

PasarBella

PasarBella, Singapore

In Singapore, PasarBella has created a home for the largest community of traders and merchants, offering fresh produce, personal service, homely eateries and craft retailers from around the Asia Pacific region, and promising a ‘true market place vibe’. Located in an old, disused grandstand in Bukit Timah and covering more than 2,000m2, this environment is a classic example of how a sustainable approach to place making can breathe life into old buildings.

PasarBella

PasarBella, Singapore

PasarBella

PasarBella, Singapore

There is a richly detailed and theatrical, curatorial style, as well as a graphic language that carries seamlessly into the design of each stall, enticing shoppers to explore and discover. 19th century iron lace mixed with 21st century recycled chipboard, and a multitude of sounds and the aromas that emanate from each stall; the senses are stimulated at every turn.

PasarBella

The Upside Store, Belgium

Further afield, there is The Upside Store in Belgium, designed by (atelier) M + G, and located in a 4,700sqm warehouse near Liege, 100km from Brussels. The environment is constructed out of low cost sustainable materials, in a way that easily enables individual spaces to switch between retail store, events space and gallery. This new concept store is referred to as a ‘Community of Good Brands’. Up to 20 renowned fashion and lifestyle brands showcase and sell their products here, and the flexible design enables them to refresh merchandise and create unique destination experiences for their customers. In this retail ecosystem, all participating brands benefit from each other’s tailored experiences. For example, a local emerging couturier recently showcased their designs at a Mercedes-Benz car preview.

PasarBella

The Upside Store, Belgium

These Experiential Precincts provide customers with a flexible, continually refreshing and responsive customer experience that encourages repeat visits. They are a modern day twist on the traditional market place, offering customers a tactile experience of a brand that cannot be found online.

The Upside Store

The Upside Store, Belgium

The Upside Store

The Upside Store, Belgium

The opinions here are expressed by Paul Ocolisan, Regional Creative Director of e2. e2 is an award-winning customer experience agency with offices in Australia and Singapore.


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