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.
To generate excitement in store environments, retailers can host immersive performances, discussions and community events that align with brand values