In July 2019, Lululemon will launch a 25,000 square-foot experiential store in Chicago, selling not only athletic apparel, but creating a community of loyal followers. As people value in-store experiences even more, they like feeling connected to a brand through lifestyle events and experiences.

For all the benefits of e-commerce, retailers recognise that people still value brick-and-mortar, leading some to craft unique in-store experiences. Canvas8 spoke to Steffen Jahn, assistant professor at the University of Goettingen, to learn how experiential retail impacts brand perceptions.

Beauty brand Shiseido has opened a research institute and experiential space in a bid to combine the diverse knowledge, information and technologies garnered from the brand. Based in Japan, the S/PARK site caters to people seeking a holistic approach to beauty and wellness.

At a time when the British high street is struggling to meet match online retail, it appears consumers still see the value of experiential shopping IRL. Instagram is tapping into this trend by opening a pop up shop in London’s Covent Garden, where it will promote fashion and jewellery brands.