We’ve observed some fundamental shifts in retail and hospitality that we predict will continue well into this year. From a focus on niche interests to the growing desire for human craft, customers are rebelling against mass-market approaches in favour of something distinctly more… personal.
In 2025, we predict that retail and hospitality spaces will become even more:
HYPERFOCUSED
As social media communities thrive and attention spans shrink, consumers are faced with an overwhelming sense of choice at every turn, heightened by our constant exposure to new products and micro-trends. Consumers are gravitating towards retail concepts that are visually compelling and tell a niche story that aligns with fluctuating hyperfixations, streamlining the shopping process. These brands showcase one niche and they do it well. We forecast an increase in brands exuding a quiet confidence by celebrating one iconic product or brand symbol, dissecting and opening up their brand worlds one segment at a time.
Formroom partnered with the Norwegian luxury headwear specialist and lifestyle brand Varsity to create a space which showcases their niche, whilst also setting them apart as a trusted market leader throughout their global roll-out.
IKEA ‘HUS OF FRAKTA’ POP-UP: LONDON
A memorable and exploratory pop-up space that takes inspiration exclusively from the brand’s iconic blue bag. By streamlining the focus towards this recognisable, ownable brand symbol, IKEA invited consumers to explore their world without the need to advertise their product.
‘ZARA SKI’ POP-UP:SHANGHAI
Zara created a space to celebrate the joy of skiing, accompanied by their own ski-wear collection. By evoking the idea of the sport through materiality and forms, the brand is able to offer a playful atmosphere to consumers.
ANTI-DEMOGRAPHIC
Can we release our tight grip on the Gen-Z reports slightly? With the older generation accounting for a larger percentage of spending power than ever and the accelerating breakdown of traditional gender roles, brands are seizing the opportunity to create products, spaces and stores for all demographics. Brands need to pivot their strategy to appeal to the tastes of real buyers rather than just the vast digital echo chamber. The beauty industry gets it; we are seeing what would previously have been predominantly female spaces transform into gender-fluid hubs for all ages.
GROWN ALCHEMIST X FORMROOM: LONDON
The brand’s newly designed London Flagship store offers a luxe skincare experience, moving away from the overtly female-targeted beauty stores of previous years. Centered around three distinct pillars, “Urban, elevated & sensorial”, “Biological Beauty” and “Making science art”, the store is designed to connect all demographics to skin science.
OATLY POP-UP: MILAN
Utilising its place as a recognisable front runner in the milk alternative field, Oatly has curated a pop-up world that is both reminiscent and contemporary in its design. The whimsical nature of the cafe spans across all demographics including all milk drinkers, drawing visitors to the unique personality of the brand.
VANS SHOWROOM: LONDON
The Vans West End Showroom embeds experience alongside its retail fixtures. By incorporating a functional skate ramp which also acts as a sculptural centrepiece, the store embodies the brand’s urban lifestyle. Instead of targeting a specific group, the store instead acts as a hub, creating connection between all skateboarding groups.
ANTI-COMMERCIAL
Despite a rocky and recession-rife atmosphere, the creative economy has found its footing. Between too much choice, too little income and the imperative shift towards sustainability, customers are increasingly aware of corporate agendas and disillusioned with mass consumerism. As a result, there’s a growing pushback against commercialised, inauthentic or overly sales-oriented environments. The more progressive brands are responding by stripping away the usual product-centric design in favour of creative collaborations, out-of-the-box art direction and lifestyle showcases in store. Conceptual purpose over product density in store design will be key for success in retail this year with the best brands forgoing product-pushing, in favour of nurturing creative communities that inspire connection and in-store interaction.
With the introduction of a DJ booth, beverage bar, NFT retail area, photo moment and hair product vending machine, the space becomes a playground for self-expression that surpasses the conventional salon environment.
TAMBURINS: MULTIPLE STORE SITES
Tamburins is known for surprising and original aesthetics in their stores and pop-ups. Showcasing product in and amongst whimsical, sculptural forms allows the brand to create their own discoverable world, which consumers can explore and engage with.
JAQUEMUS FLAGSHIP: LONDON
Creating a playful, yet aspirational lifestyle in-store is recognisably Jaquemus. Their London Flagship is no different, welcoming consumers into a curated Mediterranean world, subverting the typical retail environment. Minimal product, playful moments including a branded ‘tabloid’ and artistic visual cues each elevate the in-store atmosphere.
ANTI-AI & CRAFT CULTURE
Whilst technology effortlessly simplifies our lives, there’s an emerging reminiscence for the art of handmade. 2025 will see the strive for balance between the comfort and ease that technology can bring and the satisfaction that comes with creating something by hand. Humans are wired to chase a sense of accomplishment. Taking the environmental impact of AI into account as well as the risk of oversaturation, we feel a shift towards hands-on, one-of-a-kind designs will prevail.
GOODBYE HORSES: LONDON
The bar is deeply inspired by the long lasting tradition of English pubs, evoked through the handcrafted nature of carpentry, handpainting and plastering throughout the space. Wooden elements are carved from a single tree and it is this attention to detail which elevates crafted moments above more off-the-shelf designs.
JOSEPH AW24 X FORMROOM HAND-CRAFTED CARD SCULPTURE: LONDON
Inspired by the brand’s signature fabric treatment, the window concept is elevated using handcrafted card structures which come together to form an eco-conscious, artistic installation.
RIXO STORE: LONDON
The brand heritage revolves around illustrative textiles, reflected in-store with hand-painted murals and traditional moroccan glazed tiles. The sense of hand-made confirms the brand as authentic and community based.
FOR THE GREATER GOOD
In 2025 social impact is just as crucial as sustainability in the design landscape. Amid political and economic uncertainty, brands can no longer boast about sustainability initiatives as these are now a necessity in the modern climate. Progressive brands must now utilise their platforms to prioritise and advocate ethics, inclusivity, and long-term societal impact, reflecting a deeper commitment to positive and meaningful change in the wider community.
SANCAL: MADRID
This showroom space turns traditional renovation thinking on its head. Social responsibility and sustainability were key to this design, from re-use of existing building materials to vocational training programmes for at-risk youth, the entire process was curated to ensure a positive impact.
NETFLIX X MIND POP-UP: LONDON & BIRMINGHAM
By selling memorabilia from iconic shows with proceeds donated to Mind, Netflix can better project their connection between consumers and charitable causes.
TR7 X FORMROOM: CORNWALL
Formroom partnered Pro bono with TR7 skatepark to re-vamp their existing merch shop and bring their brand identity to life, bringing the local skate community together in a more social setting.
GOT THIS FAR?
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