How Hospitality Is Influencing The Future Of Retail And Elevating Brand Experiences

Retail has evolved from traditional brick-and-mortar shops to immersive store experiences, focusing on engagement in addition to product display in order to create an emotional connection with shoppers. While the strategy of creating engaging, interactive brand experiences has become the new standard for quite some time, this tendency is accelerating and inspiring brands to expand their ecosystem through service-based third spaces and new store formats, blurring the lines between retail and hospitality.

Dior and Jacquemus create seasonal pop-ups paired with lifestyle spaces

Luxury brands are experts at leveraging lifestyle to elevate their equity and create desirability. To create even more appeal, many of them are designing exclusive spaces where customers engage with them in new ways through hospitality services. Take french fashion label Jacquemus, for example. To accompany the opening of its summer pop-up in the south of France, it launched a branded beach in collaboration with Indie Beach restaurant, open in Saint Tropez until October.