# Happiness-Inspiring Pop-Ups 'Browns East' is a Nomadic Retail Space Designed to Uplift By Laura McQuarrie | Published 2017-12-04 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/browns-east References: [anothermag](http://www.anothermag.com/fashion-beauty/10374/this-new-london-shopping-space-is-designed-to-make-you-happy) & [brownsfashion](http://brownsfashion.com/) As part of its Browns Nomad project, Browns opened a new pop-up store called 'Browns East' that is said to be its "21st-century response to the ‘pop-up store.'" The retail space offers a mix of fashion, technology and art with an emphasis on luxury design. Upon entering the gender-neutral space, visitors are greeted to the cheery sight of a [rainbow-colored installation](https://www.trendhunter.com/trends/hm-nolita-pop-up) from artist Andy Leek sharing 300 individual notes of kindness. Browns East hosts 'The [Immersive Experience](https://www.trendhunter.com/trends/knix-opens-immersive-retail)' created by BeBox, which invites people to attend dynamic mediation sessions and reconnect with their breath and sense of self. As CEO Holli Rogers sees it: "Today’s customers want convenience, but they also want to feel connected and inspired. They want to be able to move seamlessly between the physical and digital worlds and have a personalized retail experience." ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 86% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Nomadic Retail Spaces:** Creating nomadic retail spaces that offer a mix of luxury design, technology, and art creates an opportunity for brands to showcase their products in a unique and experiential way - **Immersive Experiences:** Offering immersive experiences like dynamic meditation sessions creates an opportunity for brands to offer customers a unique way to connect with their brand and promote well-being - **Personalized Retail Experiences:** Offering a personalized retail experience where customers can seamlessly move between the physical and digital worlds creates an opportunity for brands to enhance customer engagement and satisfaction ### Where This Applies - **Fashion:** Creating nomadic retail spaces allows fashion brands to showcase their products in a unique and experiential way while offering a personalized retail experience. - **Art:** Creating nomadic retail spaces that offer a mix of art, technology, and luxury design creates an opportunity for art brands to showcase their products in a unique and experiential way. - **Wellness:** Offering immersive experiences like dynamic meditation sessions creates an opportunity for wellness brands to offer customers a unique way to connect with their brand and promote well-being ## Related on Trend Hunter - [Sensory Audio Retail Pop-Ups](https://www.trendhunter.com/trends/bang-olufsen2.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md) - [Growth-Focused Beauty Pop-Ups](https://www.trendhunter.com/trends/self-growth-studio.md) - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [Immersive Fashion Pop-Ups](https://www.trendhunter.com/trends/shein-pop-up.md) - [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md) - [Luxe Parisian-Inspired Pop-Ups](https://www.trendhunter.com/trends/longchamp-x-constantin-riant.md) - [Inspiring Multi-Shop Pop-Ups](https://www.trendhunter.com/trends/possibility-place.md)