YouTube-inspired retail

The retail space, which changes its focus every four to eight weeks, has become Your Story, which pays homage to the online brand ambassadors that have seen their unique formula of transparency, accessibility and aspiration propel them to YouTube stardom.

LS:N Global has previously looked at how teenage girls are switching off from celebrity-endorsed products, instead following their favourite YouTubers as they haul and test their way through the world.

The new Your Story space was designed in collaboration with AwesomenessTV, a YouTube media channel that hosts some of the internet’s biggest personalities, and Brooklyn-based illustrator Samantha Hahn. The space merges the digital with the offline, as shoppers can watch YouTubers test products on the big screen, enjoy watercolour portraits painted by Hahn and capture their experience in a GIF booth to have their 15 minutes of stardom on Story’s walls.

The Big Picture: Consumers are looking for authentic brand advocacy in a world of faux perfection. Read our article on teenagers’ purchasing decisions for more.