Passing through a parking lot is often an essential part of getting to a shopping destination, but Hiroshi Fujiwara's new concept store, 'The Park-Ing,' makes it the first and last stop for shoppers.
The Park-Ing is set up at the undergound parking lot at the Sony Building at Ginza. This new and unconventional retail space features a number of small boutiques for brands like Nike, Denim By, Vanquish and others. The space also features a recreation of a popular cafe that has become an icon of Harajuku culture.
Now that it's become quite common to see pop-up shops taking up residence in unused retail spaces, the next iteration of this idea seems to favor making the most of even more unconventional places to connect with consumers and make a sale.
Parking Lot Shops
'The Park-Ing' Transforms an Underground Parking Lot into a Retail Space
Trend Themes
1. Underground-retail - Creating retail spaces in unconventional places like underground parking lots presents disruptive innovation opportunities for brands to connect with consumers in unexpected ways.
2. Pop-up Revolution - Further exploring the concept of pop-up shops and finding unique locations for temporary retail experiences can lead to disruptive innovation in the retail industry.
3. Retail-expansion - Expanding the concept of retail beyond traditional storefronts and utilizing underutilized spaces opens up disruptive innovation opportunities for brands to redefine the shopping experience.
Industry Implications
1. Fashion - The fashion industry can embrace the trend of creating retail spaces in unusual locations like underground parking lots to deliver unique shopping experiences and stand out from competitors.
2. Hospitality - The hospitality industry can explore the concept of transforming underutilized spaces into retail areas to create additional revenue streams and enhance guest experiences.
3. Commercial Real Estate - Incorporating unconventional retail spaces like underground parking lots into commercial real estate developments presents disruptive innovation opportunities for developers and tenants alike.