Will Hyperphysical Retail Be 2024’s Biggest Trend?
Hermès Pop-Up Gym, Source: Women’s Wear Daily
WHAT IS THE HYPERPHYSICAL STORE?
You’ve likely encountered the term ‘experiential retail.’ But how about ‘Hyperphysical’?
While ‘Hyperphysical’ may not be a buzzword in the Australian retail landscape just yet, it’s gaining significant traction overseas. We predict that it won’t be long until it garners attention from domestic brands looking for a fresh approach to retail.
At first glance, ‘hyperphysical’ might seem like a mere evolution of experiential retail. But it delves deeper, offering a more transformative experience.
Firstly, here’s a breakdown of what we mean by Hyperphysical…
- Hyperphysical is proudly a ‘physical’ experience: Online shopping is convenient, but scrolling and swiping is mostly a two-dimensional experience. The hyperphysical approach responds to the consumer’s growing appetite for richer brand engagement, particular through physical spaces. It uses the in-store environment to simulate interest, which often encourages people to make a transaction digitally or elsewhere.
- Merges traditional shopping with art, culture and design: The hyperphysical model aims to inject new life into physical spaces, offering a heightened consumer experience. It weaves culture into shopping, ensuring the store environment resonates emotionally with the customer. Imagine stepping into an art gallery or museum – where art and unique interactions seamlessly merge with traditional shopping. It’s not solely about making a purchase, but about plunging into an unparalleled experience.
- A multi-sensory delight: A hallmark of the hyperphysical store is its immersive approach, targeting all five senses. How does sight, sound, touch, smell and taste come together to create an unforgettable customer journey?
- Reimagines ROI (experience over sales): Revenue is crucial, but it isn't the primary goal of these multi-sensory in-store experiences. Many hyperphysical stores showcase limited products, if any. Brands recognise that enriching customer experiences will naturally lead to transactions. The philosophy is straightforward: provide memorable moments, and sales will ensue. It's not just about buying; it's about creating share-worthy experiences that linger in the consumer’s memory.
Hyperphysical is about pushing the boundaries of what retail spaces can offer and reshaping how consumers shop. We’ve seen several luxury retailers, especially in the Asian market, spearhead this approach with innovative pop-ups. So, which brands are leading this innovative shift?
Image Source: Travel Rookie
COACH (Alor Gajah, Malaysia)
Opened 2 months ago, this is a retail store (literally) within a plane. Coach repurposed a grounded Boeing 747, a relic from the golden age of air travel, into a luxury retail space and cafe. The plane doesn’t just serve as a backdrop. The store, complete with boarding passes for entry, seeks to rekindle the opulence of early air travel. It showcases the exclusive Coach Airways Collection, including passport cases, carry-on bags, and luggage tags.
Source: Dao Insights
HERMÈS FIT (Chengdu, China)
Ever thought of pairing luxury shopping with a light workout? At Hermes Fit pop-up, visitors can experience yoga while posing with silk scarves or shadowbox with bangles as makeshift weights. By day, a boxing ring stands at the centre; by night, it transforms into a dance floor, encapsulating Hermes's vision of luxury as an active, immersive event.
Source: Wallpaper.com
BOTTEGA VENETA (Seoul, South Korea)
Bottega Veneta in Seoul offers a 'Squid Games' reminiscent maze in the brand’s signature green. Surprisingly, this intricate labyrinth doesn’t showcase a single product. Instead, it’s an immersive journey leading to a plush photo area adorned with furry strands, mirroring the textures found across several Bottega Veneta coats. Once inside, visitors must solve puzzles to discover the true meaning of the installation.
Source: Completely Retail Marketplace
BALENCIAGA (Bangkok, Thailand)
Like the colour pink? Totally covered in baby pink shaggy faux fur, the Balenciaga store celebrates the iconic bag, Le Cagole. And when we say covered in pink, we’re talking literally everything – the floor, walls, chairs and shelves. And if you’re hungry, it even serves pink candy floss.
Source: NSSmag.com
JACQUEMUS (London, England)
Personally, the toilet and a swimming pool change room is probably the last place we’d want to do our shopping, but it was the inspiration for French Fashion designer Simon Jacquemus surreal pop-up. Designed to be a visually surreal ASMR installation that overloads the senses, it’s even complete with a 24/7 life size vending machine selling luxury bags.
AN EXCITING TIME FOR PHYSICAL RETAIL…
Hyperphysical signals not just a rejuvenation of physical retail, but a fundamental reinvention.
Hyperphysical retailing isn't about bombarding customers with an overload of sensory stimuli or haphazardly throwing experiences into a space. It's about a thoughtful integration where each experience aligns with the brand's identity, enhancing its essence. It's the art of seduction, engaging consumers meaningfully rather than overwhelming them with noise.
While this novel retail approach may not align with every brand's ethos, those that do embrace it are set to redefine the shopping experience. We're eagerly watching this space, anticipating the innovative ways brands will incorporate the hyperphysical concept.