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.

Nike has inaugurated its largest outlet in Asia outside of China in the heart of Singapore’s premier shopping district, Orchard Road. Emphasising experiential retail, it’s offering a breath of fresh air in a sea of monotonous shopping malls that have come to define the local retail landscape.

Harrods has redesigned its womenswear section to foster experiential shopping that focuses on discovery. To compete with the convenience of online retail, brick-and-mortar stores are increasingly having to offer novel IRL experiences that can lure people back through their doors.