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.

From Apple to Lululemon, cult brands elicit something that approaches religious fervour among their dedicated customers, helping to not only boost their sales figures but establish their place in the common cultural lexicon. But how exactly do companies inspire such levels of devotion?

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.

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.