Preview: In-situ Showrooms

23 : 01 : 2017 Home-tail : Retail Experience :  Showroom

US – The showroom has evolved from a curated living space to a space where consumers can test the full functionality of products.

  • New showrooms enable consumers to imagine products in the context of their lives
  • These spaces combine the lifestyle aesthetic of Home-tail with practical try-before-you-buy elements
The Parachute Hotel, California. Photography by Nicole LaMotte The Parachute Hotel, California. Photography by Nicole LaMotte
West Elm Hotel, US West Elm Hotel, US
Sonos store, New York Sonos store, New York
Rent the Runway Dream Closet by Heitler Houstoun Architects, New York Rent the Runway Dream Closet by Heitler Houstoun Architects, New York

Retailers are opening flagship stores that recreate the feeling of the home when displaying products, but which are also showcases for the full potential of products within the home.

With that aim in mind, smart speaker brand Sonos has opened its first direct-to-consumer store, 101G, in New York. Seven rooms, including a kitchen, living room and study, give customers a sense of how its speakers will look and sound in their own homes.

Luxury bath and kitchen retailer Pirch ensures that each of its showrooms has full electrical and plumbing connectivity so that everything from stoves to showers can be turned on and tested by wandering customers.

The Big Picture

Home-tail has evolved, with these new In-situ Showrooms letting consumers test out the full functionality of products before buying. For more, see our latest microtrend.

Discover More Daily Signals
Ikea campaign puts price tags at the heart of life’s big moments

Daily Signals

Ikea campaign puts price tags at the heart of life’s big moments

Ikea is turning its price tags into narrative cues for its latest campaign, developed by ad agency Åkestam Holst NoA for the brand’s new Wherever L...
Retail : Advertising : Branding
Belvedere Vodka launches hedonistic Hot Child in the City zine

Daily Signals

Belvedere Vodka launches hedonistic Hot Child in the City zine

Belvedere Vodka is stepping into the world of print with Hot Child in the City, a limited-edition zine starring It-girl Devon Lee Carlson.
Marketing : Advertising : Drink
Stat: US shoppers experience discount burnout as value shifts beyond price

Daily Signals

Stat: US shoppers experience discount burnout as value shifts beyond price

A new report from consultancy AlixPartners reveals that US shoppers are increasingly indifferent to heavy discounting ahead of Black Friday and Cyb...
Statistic : Retail : Fashion
Pringles revives ‘Once You Pop’ slogan with new Duck King campaign

Daily Signals

Pringles revives ‘Once You Pop’ slogan with new Duck King campaign

Pringles is re-igniting one of the 1990s’ most recognisable taglines with a bold new twist. FCB New York has revived ‘Once You Pop’ for a new gener...
Marketing : Pringles : Advertising
Eurostar plans double-decker fleet to expand sustainable cross-Channel travel

Daily Signals

Eurostar plans double-decker fleet to expand sustainable cross-Channel travel

Eurostar has announced a major investment in its future fleet with the planned introduction of double-decker trains, named Eurostar Celestia, set t...
Travel : Hospitality : Mobility
Stat: Record hotel development fuels Middle East tourism boom

Daily Signals

Stat: Record hotel development fuels Middle East tourism boom

The Middle East and North Africa’s (MENA) hospitality industry is projected to grow from £233bn ($310bn, €266bn) in 2025 to £366bn ($487bn, €418bn)...
Travel : Hospitality : Statistic
Cardi B joins formula brand Bobbie to fight feeding shame

Daily Signals

Cardi B joins formula brand Bobbie to fight feeding shame

Baby formula brand Bobbie has appointed rapper Cardi B as its new chief confidence officer in a campaign that redefines how parents navigate feedin...
Health & Wellness : Parenting : Marketing
Denmark launches national drive to close the gender health gap

Daily Signals

Denmark launches national drive to close the gender health gap

The Danish government is investing £18.7m (DKr160m, $21.9m, €21.4m) over four years to establish a National Centre for Research in Women’s Health –...
Health & Wellness : Women's Health : Policy
Stat: Gen Z lead surge in sales of hybrid beauty-wellness products

Daily Signals

Stat: Gen Z lead surge in sales of hybrid beauty-wellness products

British consumers are increasingly turning to hybrid beauty-wellness products, combining cosmetic and health benefits, according to new data from C...
Health And Wellness : Beauty : Statistic
Moncler redefines warmth in campaign with Robert De Niro and Al Pacino

Daily Signals

Moncler redefines warmth in campaign with Robert De Niro and Al Pacino

Italian luxury brand Moncler unites cinematic legends Robert De Niro and Al Pacino for Warmer Together, their first such collaboration. The series ...
Luxury : Fashion : Campaign
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN