Floating venues become a new home for shops and eateries
Implications - Reinventing the brick-and-mortar experience, brands are creating a new way to consume commodities via floating venues. Channelling an element of escapism and adventure, these new arenas aim to add value to non-virtual shopping. Altering the real estate of traditional retailers forecasts a futuristic approach, which is to excite consumers into visiting a physical location – countering competition from online retailers.
Workshop Question - How can you change the platform through which your products/services are offered to better entice customers?
Trend Themes
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Floating Venues — Brands are creating a new way to consume commodities via floating venues, adding an element of escapism and adventure for consumers.
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Multi-sensory Experiences — Brands, like Hoegaarden, are creating multi-sensory experiences that aim to take immersion to the next level.
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Floating Business Models — Entrepreneurs are exploring different forms of floating business models that offer convenience, unique experiences and innovative ideas.
Industry Implications
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Hospitality — There are immense potential for floating venues and aquatic experiences that could target niche markets, such as beer gardens, aquatic dinners or fashion shows.
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Retail — By initiating disruptive floating business models, retailers could bring an exciting new dimension to their physical outlets and increase foot traffic.
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Tourism — Floating experiences could be a unique selling point for resorts and luxury hotels, providing guests with a mix of relaxation and adventure.
