Browns East is the sister store to renowned luxury boutique Browns – but the two couldn’t be more different. Designed to reflect the habits and expectations of a new breed of luxury shopper, it offers meditation, events, an art gallery and coffee alongside designer and obscure fashion.

Louis Vuitton is partnering with League of Legends developer Riot Games to design virtual character skins and a real trophy case. Such brand collaborations are becoming more common as the gaming sector surges, giving players the chance to flaunt IRL status symbols in digital spaces.

Accustomed to rapid service and easily accessible products, Gen Yers and Zers are causing the luxury industry to bend to their e-commerce expectations. What do they want out of a high-end shopping experience? And how are haute couture brands grabbing the attention of these digital natives?

Research has shed light on how gamified promotions and discounts can increase consumer spending in-store. It highlights how brands can harness 'retailtainment' to boost loyalty and emphasize the value of brick-and-mortar in an increasingly digital retail landscape.