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.

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a...

Online shopping may be on the rise, but research has found the digital retail experience is leaving luxury buyers feeling underwhelmed. Brands have an opportunity to cater to the growing number of shoppers who expect bespoke browsing opportunities and increasingly personalised insights.

With people looking for elevated brick-and-mortar store experiences, many are choosing to shop with brands that inject fun into IRL retail. Westfield is turning its shopping centres into entertainment destinations, attracting shoppers looking for fulfilling and interactive retail experiences.

Shoppers are looking to their favourite brands to provide immersive, in-person experiences post-pandemic. But how do companies reset their retail strategy without damaging brand identity? Gucci Circolo Shoreditch delivers an experiential retail space offering a fresh insight into house codes.

Gymshark has opened a pop-up market stall in London to promote the launch of its new store on Regent Street. Gymshark's approach recognises that people want a greater sense of community, even in more touristy neighbourhoods. Local street markets also add experiential novelty to central retail areas.