British multinational clothing, footwear and home products retailer 'next' has partnered with Virgin Holidays to create comfortable, immersive in-store settings for exploring some of the destinations that the travel company offers.
Inside 20 of the retailer's stores, consumers will now be able to find green living walls, soft seating and even a champagne bar. The spaces also include what is being touted as "the world's first in-store rollercoaster," which takes the form of a virtual reality experience that lets store-goers instantly take trips to Africa, Las Vegas and more.
As a whole, the design of the in-store spaces is meant to evoke a sense of calm with its soft color scheme, which is accented by upscale metallics.
What's Driving This Trend
- Travel-inspiring Store Lounges
- Collaborations between retailers and travel companies to create immersive in-store settings that offer a sense of escape and relaxation.
- Virtual Reality Retail Experiences
- Integration of VR technology within brick-and-mortar stores to provide customers with interactive shopping experiences.
- Green Living Walls in Shopping Spaces
- Inclusion of greenery within retail store design to promote a sense of calm and to create a connection to nature.
Who This Affects Most
- Retail
- There is an opportunity for retailers to partner with travel companies and use immersive in-store settings to entice customers into stores and increase footfall.
- Hospitality
- Hotels and resorts can use similar design elements to create a sense of escape and relaxation for guests.
- Interior Design
- Interior designers can look for ways to incorporate living walls and natural elements in their designs to create a sense of calm in any space.
