The Retail Experience

Posted on | February 1, 2008 |

2007 proved that the retail environment is not just about what’s on sale, but what’s in the experience. Here are three creative “shops” that took this philosophy to heart and came out on top.

Grand Opening (NYC): We first became aware of Grand Opening, a space located on the Lower East Side of Manhattan, when it hosted a Ping-Pong table monitored via web cam—and that was it. Video streams and reservations were available through their website, and although we didn’t get to play a game while the table was there, we were able to sponsor a party in the space. To add to the mystique and cool factor, Grand Opening changed its scenery in late September to become a “drive-in” movie theatre. If you want to take your sweetheart to the show, just log onto www.139norfolk.com and book your reservation ($75 for 6 people max).

Illy Café (NYC): One of the most creative pop-up shop executions during 2007 came in the last month of the year, courtesy of the Italian-based illy caffé. The experiential setup, housed in a metal shipping box in Time Warner Center, provided an oasis for passersby to rest, relax, and sip a perfect cup of illy espresso. Pop-up shops were not uncommon this year, but this one took the cake, and consequently, has set the bar for creative pop-up shops in 2008—no pun intended.

Bodega (Boston): From the detergent and kitty litter in the window you would have no clue that Bodega was one of 2007s hottest clothing stores (yeah yeah, we know it opened in 2006). As you enter the store, everything appears to be as normal and convenient as your local corner shop, but when the vending machine in the back slides away to reveal a super-hip, high-end boutique, you realize you’re not in Kansas anymore. Bodega (www.bdgastore.com) has not only brought fresh kicks and gear to a city that desperately needed trendsetting fashion, but it has also demonstrated the power of discovery and elitism—giving fashion hunters a unique hideaway to call their own.