Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Expected to open in 2024, sports brand ANTA has announced the world’s first FILA branded hotel – FILA HOUSE Shanghai. With luxury brands expected to deliver beyond their physical products, the amalgamation of athleisure and lifestyle is likely to resonate with young status seekers in China.

The COVID-19 crisis has not dampened affluent Americans’ desire to travel, but it has affected the kinds of experiences they’re craving. How are brands satisfying HNWIs’ hunger for exclusive and extraordinary trips while also responding to growing expectations for sustainability and privacy?

Selfridges is undertaking renovations, with plans to house a luxury hotel in its flagship store on London's Oxford Street. As the business aims to connect with customers, it’s offering greater access and a luxe experience for those who want more excitement and engagement from brands.

Technology has become central to shopping as COVID-19 has led people to seek out touch-free experiences. But how will augmented reality fit into the future retail landscape? How can it bridge the gap between e-commerce and brick-and-mortar to deliver convenience, safety, and a personal touch?