Symbiotic selling

The world of insects, which are some of nature’s greatest incubators, provides the perfect metaphor for a retail environment that makes possible the symbiotic growth of both big brands and independent retailers.

Using illustrations and models, Guo has created conceptual interiors that could make the high street a more compelling experience for consumers.

‘Big brands benefit from being surrounded by cool, trendy start-up brands, and the small businesses become threaded through the big brands, making them more authentic, raw and dynamic,’ explains Guo. ‘Independent core brands need a large volume of people, and the knowledge of understanding, learning and scaling that the larger businesses offer.’

The Big Picture: Retail spaces are springing up that offer start-ups the perfect conditions to grow and refine their fledgling brands. Find out more about one such space in our article on Retail Lab.