Preview: Explorium Retail

A bricks-and-mortar store should no longer be about a single path to purchase, but can be a slow and circuitous journey for shoppers. Brands such as Gentle Monster in South Korea and Nike in Beijing are creating physical emporiums that enable interaction and facilitate serendipity and discovery.

‘Instead of just creating a story, brands need to share their value system and allow multiple stories to emerge,’ explains Martin Kwaskowski, creative director at Milligram studio.