If LS:N Global made... a luxury store

The LS:N Global luxury store would embrace the teaching of Revelation Brands and create immersive experiences that cannot be easily emulated online. Instead of simply trying to shift units – that’s what your e-comms offer is for, after all – our store would actively confound the journey to purchase and encourage people to linger and explore.

Brand such as Seoul’s Gentle Monster have become masters of Explorium Retail, and we would also focus on cultural events that have more in common with a gallery than a store. Exhibitions such as Louis Vuitton’s Series 3 would provide inspiration here, mobilising phygital design to enable people to lose themselves in the brand.

Service would be at the core of everything we do. We would foster a new wave of service professionals that don’t fit in a classic retail box, whether that is a concierge for unexpected products such as sneakers or Genesis Luxury’s in-house educators. We would also ensure that all senses and moods are stimulated, with a focus on Mood Retail from retail experiences such as Department Store of the Mind.

Our store would reject the monolithic flagship model in favour of a far more embedded approach to retail, playing an active role in the social life of the neighbourhood – as we revealed in New Urban Guilds. Everlane demonstrated how you can create a legitimate cultural event around your brand with its Transparent City concept, and we would be looking to achieve the same with our store.

The LS:N Global luxury store would be a supremely physical experience, but we would also make good use of cutting-edge technology to give our visitors access to new parts of the brand, just as Christian Dior did with its Dior Eyes virtual reality project, as seen in our Virtual Opulence microtrend.

If LS:N Global made… 2015 is a series of reports reflecting the LS:N Global team’s pick of the best innovations of the year, and those that will be most relevant for consumers in the coming year.