In the past years, malls and department stores have been forced to follow the changes in our society, the new consumer behaviours and therefore its shopping experience. In a fast-changing world, brands must be creative, think out of the box and can no longer build a mere commercial relationship with their customers. Retailers must understand and face unconventional requests and needs, catch the attention and thus create an immersive experience in store.
British fashion label Burberry gave consumers a close-up view of artisan skills with a month-long series of bespoke experiences at its global flagship. Exclusively at the store on London’s Regent Street throughout the month of June, consumers could have items personalized with hand embossing or take in installations based on Burberry’s latest collection. Taking the retail environment beyond a mere point of sale is a way to convince consumers to make a trip to a physical store.