# Destination Retail Retail locations adapt to more than just a place for product consumption. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jul 18, 2016 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/destination-retail ## Key Figures - Trend score: 4.5/10 - Evidence articles: 6 ## What is the Destination Retail trend? **Destination Retail:** As consumers seek out more experiential aspects in their day-to-day routine, retailers are taking note and re-defining how the traditional shopping space is structured. Integrating unexpected experiences like health studios and spas, retailers are looking to change the way retail spaces are perceived, and turn traditional shopping spaces into more of a destination for experiential activities and relaxation. ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 2, 2016 to Jan 5, 2017 - Published: Jul 18, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Destination Retail trend ### Experiential Retail Retailers are integrating unexpected experiences like health studios and spas, turning traditional shopping spaces into destinations for experiential activities and relaxation. ### Hybrid Wellness Studios Brands are creating hybrid fitness studios that offer challenges, comfort, and nourishment in a single location, appealing to those with a desire for self-improvement on all fronts. ### Interactive Brand Flagships Brands are creating large interactive flagships, using technology and unique themes to introduce consumers to a wider range of products and services. ## What the Destination Retail trend means for industry ### For Retail Industry The retail industry is re-defining how traditional shopping spaces are structured, integrating more immersive and experiential activities. ### For Fitness Industry The fitness industry is seeing a rise in hybrid studios that combine multiple wellness activities, providing a more holistic approach to health and wellness. ### For Beauty Industry The beauty industry is creating interactive and immersive brand flagships to introduce consumers to new products and services. ## Workshop question In what ways could you re-imagine your product or service to be more experiential in nature? ## Trend signals for Destination Retail Trend score 4.5 out of 10, from popularity 65%, activity 61%, freshness 8%. - Popularity: 65% - Activity: 61% - Freshness: 8% ## Examples of the Destination Retail trend 6 featured examples from Feb 2, 2016 to Jan 5, 2017. - [Hybrid Craft Studios](https://www.trendhunter.com/trends/drink-shop-do): London's 'Drink, Shop & Do' Functions as a Bar, Cafe and Craft Studio (Category: Art & Design) Implication: The hospitality industry can explore the integration of craft studios with bars and cafes to create immersive and enjoyable experiences for customers. - [In-Store Yoga Lofts](https://www.trendhunter.com/trends/instore-yoga): The Attic at Lululemon Combines the Brand's Products with Yoga Classes (Category: Lifestyle) Implication: Retailers can capitalize on the health and wellness trend by offering fitness classes and workout gear, in addition to traditional products. - [Luxe Immersive Homeware Flagships](https://www.trendhunter.com/trends/porcelanosa): The Porcelanosa Flagship in NYC is an Interactive Experience (Category: Business) Implication: The homeware industry can embrace interactive digital features and visual experience design to enhance the shopping experience and stand out from competitors. - [Hybrid Wellness Studios](https://www.trendhunter.com/trends/fitness-boutique): ETHOS is a Fitness Boutique That Challenges, Comforts and Nourishes (Category: Business) Implication: Opportunity for businesses to create innovative fitness and wellness concepts that cater to holistic well-being. - [Korean Beauty Brand Flagships](https://www.trendhunter.com/trends/sulwhasoo): The Sulwhasoo Flagship Store Features an In-House Spa (Category: Marketing) Implication: Skincare brands can take advantage of the rising interest in Korean beauty products by creating innovative and experiential flagship stores. - [Department Store Fitness Studios](https://www.trendhunter.com/trends/yung-club): The YUNG CLUB is a Pop-Up Gym Located Inside Selfridges (Category: Marketing) Implication: Department stores can attract consumers and become more relevant by creating temporary fitness studios that combine shopping with fitness experiences. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)