# Epicurean Experiential Consumers are drawn to pleasure-driven retail experiences. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jan 7, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/epicurean-experiential ## Key Figures - Trend score: 4.3/10 - Evidence articles: 6 ## What is the Epicurean Experiential trend? **Epicurean Experiential:** Epicurean retail concepts that entice consumers by engaging their innate pursuit of pleasure are emerging to reshape the brick-and-mortar landscape. Whether a multi-sensory in-store event or an opportunity for product education that feels recreational, such concepts marry fantasy and play in a way that opens up the realm of possibility in the mind of the consumer, making it a genuinely pleasurable encounter. This pattern is related to the consumer desire for immersive experiences that help elevate the everyday into the extraordinary. ## At a Glance - Evidence: 6 featured examples - Articles from: May 18, 2015 to Jan 5, 2016 - Published: Jan 7, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Epicurean Experiential trend ### Epicurean Retail Concepts Stores are now creating immersive experiences that tap into consumer desires for pleasure-driven experiences. ### Multi-Sensory Brand Activations Brands working with designers and artists to create unique, immersive and memorable experiences to engage consumers. ### Hybrid Retail Spaces Designers are creating multi-use spaces that bring events and retail experiences together. ## What the Epicurean Experiential trend means for industry ### For Retail Industry Epicurean retail concepts and multi-sensory brand activations are changing traditional retail experiences. ### For Hospitality Industry Hybrid retail spaces merge retail with event spaces, providing a unique and memorable experience for consumers. ### For Beauty Industry Stores are now creating immersive experiences that tap into consumer desires for pleasure-driven experiences. ## Workshop question What is your product or service's relationship with your consumer's everyday routine? ## Trend signals for Epicurean Experiential Trend score 4.3 out of 10, from popularity 62%, activity 60%, freshness 8%. - Popularity: 62% - Activity: 60% - Freshness: 8% ## Examples of the Epicurean Experiential trend 6 featured examples from May 18, 2015 to Jan 5, 2016. - [Botanical Oasis Gin Experiences](https://www.trendhunter.com/trends/hendricks-gin): Hendrick's Gin Held a Horticultural Pop-Up Earlier This Year (Category: Marketing) Implication: Hotels, bars, and restaurants can create unique experiences through botanical pop-up bars. - [Digital Wine Club Showrooms](https://www.trendhunter.com/trends/wine-club): Club Francais Du Vin Launched Its First 'Store-to-Web' Concept (Category: Business) Implication: The wine industry can leverage digital wine club showrooms to enhance their brand presence and provide a more immersive and interactive wine-buying experience for customers. - [Ethereal Californian Boutiques](https://www.trendhunter.com/trends/irene-neuwirth): The Irene Neuwirth in LA Aims to Be More Than a Retail Space (Category: Marketing) Implication: The rise of multifaceted retail spaces presents opportunities for designers and architects to create innovative and unique store layouts that blend traditional retail with other e… - [Textured Perfumery Interiors](https://www.trendhunter.com/trends/fragrance-shop-interior): This Fragrance Shop Interior Resembles a Minimalist Cave (Category: Business) Implication: Expanding fragrance retailers' capabilities to create innovative and immersive store environments that focus on scent experiences rather than visual appeal. - [Botanical Gin Workshops](https://www.trendhunter.com/trends/gin-workshop): This Bombay Sapphire Gin Workshop Features Custom Cocktails (Category: Lifestyle) Implication: Companies in the alcohol industry can offer interactive workshops that educate customers on their products and allow for customization. - [Whiteout Theatrical Spa Shops](https://www.trendhunter.com/trends/aesop-kuala-lumpur): The Aesop Kuala Lumpur Store is the Brand's Fourth in the City (Category: Art & Design) Implication: Opportunity for disruptive innovation: Introduce novel ingredients and technologies to revolutionize the skincare industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)