Vehicular installation in Marni flagship store, Milan
Vehicular installation in Marni flagship store, Milan
Vehicular installation in Marni flagship store, Milan
Milan – The luxury brand is injecting a hit of creativity into its flagship store, with a vehicular installation hosting a roster of rotating artists. Created by London design studios Brinkworth and The Wilson Brothers, the installation features a caravan-shaped artist studio and a sculptural structure suspended vertically through a void in the ground floor ceiling.
Taking inspiration from nomadic travel and utilitarian vehicles, the aim of the in-store activation is to enhance the retail experience and boost shopper dwell time. ‘The project was born out of a desire to offer something more to the modern-day consumer: an experience, a creative interaction as opposed to a mere retail transaction,’ the brand explains. ‘In this digital-first post-Covid era of shopping, it promises Marni’s community and customers something different.’
In this way, Marni tunes in to the tenets of Hyperphysical Stores, a shift that explores the ways that changing consumer needs are driving retailers to rethink bricks-and-mortar stores to be more engaging, sensorial and memorable.
Strategic opportunity
To generate excitement in store environments, retailers can host immersive performances, discussions and community events that align with brand values
