A Symphony For The Senses
The future of retail lies not in the hands of fate but in the ability of businesses to understand and cater to the new rhythms of their customers’ lives.
With the increase in Gen Z consumers in the luxury retail space, the value of sensory retailing strategies cannot be neglected.
Brands that cut through the noise of typical retail experiences can craft deeper affinity through a sense of curiosity and adventure.
Simple narratives and brand experiences just don’t cut it. Strategies which embrace senses like touch, smell, or sound envelop consumers in curiosity, in turn crafting concrete memories for a new generation of shoppers, and ensuring a sense of longevity for the brand.
Sensorial retail is all about evoking wonder, sparking curiosity, and elevating the store experience beyond surface-level details. As well as being a powerful catalyst for developing memorable consumer experiences, sensory strategies have an undeniable unconscious influence which undoubtedly strengthens brand recognition.
The very meaning of luxury is evolving, we are seeing new luxury codes as a result of the demographic shift in the retail landscape. With these new dynamics comes a major movement from traditional displays of wealth and status, towards a more progressive focus on self-expression and self-exploration. It’s clear that brands are redefining the way in which they craft and curate their vision.
So, what are leading luxury brands doing to ensure their longevity?
01. Glossier You, London
Glossier You tapped into tactile, visual, and olfactory senses to intrigue customers with an immersive experience, showcasing its new line of personal fragrances.
Designed with the intention of deconstructing the beauty brand’s signature scent “through the conceptual lens of the five senses,” it embraces the individuality and uniqueness of scent, providing a personal and bespoke experience for consumers.
Taking visitors on a curated and personal journey is the essence of the Glossier You experience.
02. Aesop, London and Rotterdam
Aesop curates a holistic sensory experience through carefully designed visual architecture, tactile hand-washing stations, complimentary fragrant teas, and dedicated sensoriums for fragrances. The brand’s identity is defined by the rich sensory layers within its physical spaces.
For the creators, Aesop is seen as a hosting experience. “The store is a welcoming, calm space where you are treated as a guest in our home, with high quality products, unobtrusive service, and a comfortable space that appeals to all the senses.”
The brand goes beyond functionality, creating a journey that emotionally aligns with consumers’ personal and social- life context.
03. Louis Vuitton, LA and London
The philosophy behind this Louis Vuitton brand experience was simple: utilise sight, sound, and touch to recreate the atmosphere of the first Pharrell Williams show in Paris, on the Pont-Neuf bridge. The stores blend a deep appreciation of the brand’s heritage with the creativity of a new artistic vision held by Pharrell Williams as creative director.
Each window display played with the sensorial impact of the sun, encouraging visitors to contemplate the idea of “What will you do when the sun shines on you?”
Crafting such a memorable and thought provoking brand experience meant implicating sensory retailing strategies to deepen brand affinity.
This forms part of our wider report looking at the future of luxury retail, from a global perspective.
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