STORYTELLING In the age of the experience economy – one of the most
overused terms in recent years? – retailers are adding layers of richness to their
offerings. ‘Attention-grabbing’ is an oft-recurring strategy, which can be achieved
through the art of storytelling. Knitting a narrative into a design may encourage visitors
to unravel the red thread – potentially spending more time and money in the process
- and using one voice to tell the story makes the experience more coherent.
ABOVE Mars Rediscovery is the
theme of a retail space for shoes on
the third floor. Gentle Monster’s story
tells of ‘future Martians’ who ‘erect a
peculiar speaker object in the centre
of the store’ to commemorate their
ancestors.
OPPOSITE On the third floor of SKP-S
is Gentle Monster’s 21st flagship store,
which imagines a ‘new humankind
travelling through a wormhole
between Mars and Earth’.
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