Hyperphysical stores, our retail macrotrend for 2022, emerged as the sector adjusted to the post-Covid landscape, with changing consumer needs pushing retailers to rethink bricks-and-mortar stores as more engaging, sensorial and memorable spaces.

While e-commerce is accelerating to offer multi-layered and sometimes confusing experiences for customers and brands, bricks-and-mortar shops are becoming the bastion of extraordinary, sensorial moments. These next-generation spaces can be seen through the lens of hyperphysicality; that is, the essential soulfulness required in physical spaces in the wake of global lockdowns.

This approach has trickled down from few disruptive concepts in early 2022 to becoming a distinguishable trope in retail, with instances of hyperphysical consumer touchpoints across sectors, regions and business types. Creating retail sanctuaries that facilitate a sense of wellbeing and foster emotional connections, but also bridging the phygital gap by adding values to immersive technologies, retailers are finding multiple ways to gain strategic edge by adopting hyperphysicality.

‘In this next chapter of retail innovation, many store environments will be less about selling products and more about providing us with enriching, emotional, ethereal and exclusive experiences,’ adds Martin Raymond, co-founder of The Future Laboratory.

Retail business models are becoming more agile and customer-centric in the face of tighter budgets and growing rejection of excessive consumerism in the fashion industry.Technical outerwear brand Early Majority certainly had these considerations in mind when ideating its membership model, focused on community and ecological ethos.

How does it work? Paying members allow the brand to meet its aims of producing the fewest number of products for the maximum possible number of uses – for a limited time newcomers were offered the option to invest £358 ($440, €416) for a lifetime membership.

Through this approach, Early Majority also cultivates its community, ensuring that all products align with the circular and ethical values of its customers. Outside of the membership model, customers are required to pay a 60% premium for garments. Here, Early Majority shuns conventional retail models to instead invest in long-term customer loyalty, and a concept that benefits both people and planet.

The brand explains: ‘Departing from the dominant industry model, we are building a business based on a growing supportive community over producing unnecessary product.’ By centring its product creation on customer feedback, Early Majority sets an example to other brands in creating community-centric models that benefit both consumers and retailers.

With the role of bricks-and-mortar touchpoints evolving beyond a purely commercial purpose, luxury brands are investing in cross-category retail design, incorporating spaces for hospitality, art or dining.

In this vein, Dior has unveiled the ambitious renovation of its 30 Avenue Montaigne flagship store in Paris, revealing activities and spaces ranging from a gallery to gardens to turning luxury retail into an immersive experience for visitors.

In addition to retail zones dedicated to ready-to-wear and accessories, the store houses a gallery, restaurant, pastry café, three gardens, haute couture ateliers, a jeweller and an events space that can be used for private dinners and events. Pushing beyond retail expectations, it's also home to La Suite Dior – a private apartment that comes with a master key to the building, making it accessible to guests 24/7, with staff on hand to assist them, from chefs to personal shoppers.

Pietro Beccari, chairman and CEO of Dior, tells WWD: 'In reality, we should find a new name for it, because it’s a complex such as does not exist in the world, so it’s a clear point that will mark the difference between us and our competitors.'

Indeed, 30 Avenue Montaigne beckons a new era for cross-category luxury retail at a time when shoppers are keen and curious to return to stores. For more, book our Retail Futures 2023 online event for sector-wide analysis and future sector trends.

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