Conceived as an ‘homage to Millennials’, lifestyle store Riley Rose offers Instagram-worthy skin care alongside rainbow candy and chic homeware. But beyond its social media-friendly products and interior design, the brand represents a concerted effort to draw teens back to the shopping mall.

In April 2019, bath bomb aficionado Lush declared it would be suspending its UK social media accounts. As people begin to experience ad fatigue – and brands become slaves to social media algorithms – how is Lush building real relationships with its community of #Lushies?

Insta-famous beauty label Drunk Elephant has opened its first physical pop-up in New York. While digital-first brands benefit from the wide exposure afforded by social media, some are recognizing the need to open such locations to allow people to experience their identity and products IRL.

Informed by research into Gen Z's shopping preferences, MAC Cosmetics has opened a 'new retail' concept store in Shanghai. As bricks-and-mortar brands find a place among e-tail, people have come to expect the convenience and personalisation that phygital spaces can offer.