Paul Ocolisan, Regional Creative Director of e2, tells us how the ’experiential retail’ concept is emerging to meet the challenges of the day.
May 21st, 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, 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, Singapore
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.
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.
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, Belgium
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.
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
Create a configuration to suit your needs with this curved collection.
Marylou Cafaro’s first trendjournal sparked a powerful, decades-long movement in joinery designs and finishes which eventually saw Australian design develop its independence and characteristic style. Now, polytec offers all-new insights into the future of Australian design.
Channelling the enchanting ambience of the Caffè Greco in Rome, Budapest’s historic Gerbeaud, and Grossi Florentino in Melbourne, Ross Didier’s new collection evokes the designer’s affinity for café experience, while delivering refined seating for contemporary hospitality interiors.
Hypnotised by space and the four walls that define it, designers rarely looked down at the floor. But modular flooring has changed all that by creating a fifth wall and the opportunity for a complete design experience.
Nearly 300 Asian companies have received the award, with 43 top winners further selected to represent the region in the international edition.
The internet never sleeps! Here's the stuff you might have missed
We spoke to Plus Architecture’s Chrisney Formosa about a string of recent Brisbane projects and what they might tell us about the city’s design evolution.
By adding Muuto to its roster as Singapore’s only retailer, XTRA not only celebrates the enduring appeal of Scandinavian design – it heralds a whole new perspective on its universally appealing legacy.