While some brick-and-mortar stores are struggling to draw in shoppers and collapsing, "retail museum" concepts are thriving by creating large-scale, immersive and fantastical settings for shoppers that are designed for sharing on social media.
Wiky Lux has become known for whimsical products like its clear lip products, which feature real flowers inside. As such, its first-ever fully immersive experience store in NYC recently opened and shares the same fun spirit. As Winky Lux co-founder Natalie Mackey jokingly describes: "If you don’t understand what Winky Lux is about when you walk through the door, well, we sort of beat you over the head with it!"
'The Winky Lux Experience' is a teen-targeted pop-up centered around imagination and "shareable content," complete with "clouds" to sit on, rainbow-colored walls, an infinity room filled with mirrors and a tiny coffee room.
What's Driving This Trend
- Immersive Retail Experiences
- Creating large-scale, immersive and fantastical settings for shoppers that are designed for sharing on social media opens up opportunities for brands to engage with customers in innovative ways.
- Whimsical Product Design
- Incorporating whimsical and unique elements into product design, such as real flowers inside clear lip products, allows brands to stand out and create memorable experiences for customers.
- Teen-targeted Pop-ups
- Designing pop-up stores specifically targeted towards teens, where imagination and shareable content are prioritized, enables brands to cater to a younger audience and create buzz around their products.
Who This Affects Most
- Retail
- The retail industry can leverage immersive retail experiences and whimsical product design to attract customers and increase footfall in physical stores.
- Cosmetics
- Cosmetics brands can explore whimsical product design to differentiate themselves in the market and appeal to customers who are looking for unique and visually appealing products.
- Hospitality
- The hospitality industry can collaborate with brands to create immersive pop-up experiences that incorporate imaginative elements, appealing to a wide range of customers and enhancing their overall experience.
