The future of retail is "hyperphysical" Brands that have turned their stores into a sensory experience

At a time when the spectre of pandemic has been overlaid by the spectre of inflation, brands have to find  more imaginative ways not only to compete, but also simply to sell. From summits in the Metaverse to fanzines, community building is a complex process studied in detail by marketing and communications departments with the aim of building a universe around buyers that is as realistic, complete and personalised as possible, with which they can identify. In the post-pandemic present, the key to success is undoubtedly the "hyperphysical" shops, the macro trend, identified by The Future Laboratory and reported by Vogue Business, which describes retail spaces so spectacular that visiting them is an emotional experience. From Balenciaga's pink fur-clad pop-ups to Jacquemus' bag vending machines: at a time when many consumers have yet to abandon e-commerce as their preferred mode of purchase, hyperphysical retailing is catalysing the attention of younger consumers. According to a 2018 survey conducted by IBM and the National Retail Federation, which polled 15,600 global consumers aged 13-21, around 56% of Gen Z global shoppers go to physical shops for a "fun" experience, where the set-design becomes the subject of an endless loop of Instagram posts and TikTok.

But it's not just about interior design, some luxury marketers are looking at new initiatives and features to make being in a physical store an all-round multi-sensory experience, including the possibility of integrating ASMR, following in the wake of the trend's popularity on YouTube and TikTok. The idea is that shops should no longer be simple shops for the purpose of selling, but meeting places where memories and emotions are crystallised by a hyperphysical experience in its most material and sensorial form. Sight, sound, touch and potentially even smell and taste: the best way to retain digital native customers is to surprise them with something they are no longer used to, reality. If the rise of e-commerce, thanks also to pandemic contingencies, has reached an unstoppable pace, perhaps it is time to start thinking of stores as a place capable of projecting the identity of a single brand in its entirety.