Fendi has launched a pop-up café at Harrods' flagship London store, featuring stylish decor, Fendi-branded food, and a bar at which customers can buy a custom-designed bag. As the desire for novel experiences grows, brands are adapting IRL spaces to offer more than a transactional journey.

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.

Buying clothes that don’t exist seems like a scene from The Emperor’s New Clothes, but people are getting into digital design. As sustainable concerns peak, shoppers want novel ways to embrace their style and identity. Digital fashion house The Fabricant helps us dress up online, without the excess.