With the growing popularity of multi-sensory, experiential pop-ups and interior retails, a reoccurring theme we stand by is the celebration of play and absurdity. It is not news that traditional retail is on its way out. Amidst a challenging and uncertain future, we rely on our imagination and escapism more than ever. Providing an emotional stimulus alongside product arouses our inner world and facilitates this much needed escapism.
Luxury and streetwear brands are focusing on curating more abstract in-store experiences which in turn allows them to experiment with a more multi-faceted brand voice and identity.
By drawing attention to art, sculpture and unexpected objects, the consumer feels like they are less pressured to purchase product. Incorporating moments of reflection, laughter and intrigue allows the consumer to feel welcome in the space without the brand demanding something in return.
GENTLE MONSTER – KUALA LUMPAR
How can brands take inspiration from the world of surrealism?
BUILD A WORLD
South Korean, iicombined brands, Tamburins and Gentle Monster have successfully created a retail interiors multi-verse in which the rules of reality are suspended. Their newly launched, HAUS concept, represents the beginning of future retail. Spread across four floors, HAUS ‘incorporates the experiential creativity and vision for retail of Gentle Monster, while encompassing sensual artisan cosmetic brand Tamburins and fantasy-inspired dessert brand Nudake’.
This ever-evolving, bizarre brand world encourages its visitors to leave their present reality at the door. The featured symbolism and purposeful concept narratives create a cult-following and inspires customers to return.
In their recent Seoul flagship site, Tamburins exhibits their “Garden of Unfamiliar Forms”. This features an unexpected, evocative sculpture of an elderly couple sharing a candid moment re-applying lip balm. This sparks an emotive connection with the brand that surpasses commerciality.
Gentle Monster are no stranger to randomicity. As industry leaders in the occult and obscure, Gentle Monster has excelled in communicating a brand world that incites engagement and exploration by ensuring a 360, all-consuming in-store experience. Each store is more surreal than the last.
TAMBURINS – GARDEN OF UNFAMILIAR FORMS
TELL A STORY
Mason Prince, a Chinese streetwear brand, initially gained traction through their unique social media presence. As a brand, they strive to create emotional value for their following through their clothing. This goal is further amplified through their retail interiors, including new flagship stores in Shanghai and Guangzhou which ‘transport visitors and users through time and space’.
These, first of many, Mason Prince spaces are not designed as traditional brick and mortar stores, they are portals to a spatial narrative. This is achieved by treating each retail floor as an isolated scene or chapter and including set-like references such as the “wishing fountain” at the entrance or the mysterious, suspended, gaming character.
MASON PRINCE – SHANGHAI
PLAY WITH SCALE
We are seeing the continued popularity of large-scale, everyday objects. This approach has been accelerated by the explosion of CGI marketing. However, we are witnessing the rapid decline in the reception of these AI-generated stunts as people yearn for more concrete experiences again.
Although people are spending more time than ever online, we maintain a longing for connection and inspiration within our physical realm. Absurdity, novelty and wonder are arguably more influential when experienced in the flesh.
TAMBURINS – TOKYO
Erwin Wurm’s most recent work in the Yorkshire Sculpture Park, demonstrates this power of absurdity. Wurm’s large, colourful pieces, including a Jacquemus style handbag sprouting legs and a lorry that defies gravity, ‘disrupt perception of the familiar and sensible’.
An anthropomorphic approach further disrupts the perception of the space. Humans are social creatures and allocating human characteristics to product or everyday objects increases engagement and sparks a deeper brand connection.
ERWIN WURM
