Why retailers are opening stores that don’t sell anything

February 4, 2019 Sanjana Saluja

A new style of store springing up across America is more about engaging the Instagram generation and less about selling goods. JLL Real Views finds out why it’s becoming a popular move.

At the South Coast Plaza mall in Orange County, California, French luxury retailer Van Cleef & Arpels has created a series of installations designed to evoke a “dream-like landscape.”

Visitors passed through mirrored rooms with umbrellas suspended from the ceiling and took photos of the pop-up space that opened for a period last October.

Such spectacles are becoming commonplace for shoppers, with retail brands across the world creating Instagram-ready rooms that focus on wowing the customer and encouraging social media posts. The trend is a boon for commercial real estate landlords renting these spaces to pop-ups and longer-term installations.

“It’s a phenomenon,” says Taylor Coyne, Research Manager of Retail for JLL. “These spaces are not really designed for sales. They are much more about sending a message to customers. And they are a way to bring people into physical spaces when so much shopping is happening online.”

Click here to find out how US retailers are creating Instagram-friendly stores to get people in-store.

Previous Article
Why practical office design is outpacing beer-on-tap
Why practical office design is outpacing beer-on-tap

Office gimmicks designed to boost productivity and attract talent are falling out of favour as companies pr...

Next Article
Pragmatic wellness interventions to existing workspaces
Pragmatic wellness interventions to existing workspaces

Simple design solutions that can be added to existing workplaces to create environments where health and we...


See more news & trends like this.

Sign up here

Thank you!
Error - something went wrong!