A New Era of Retail Expression  

Minimalism as the Default Language of Retail 

For a long time, minimalism set the tone for modern retail. Clean lines, calm colours and simple layouts made stores feel polished and easy to navigate. During Covid-19, that sense of order felt reassuring when people craved clarity. Now, as life feels fuller again, the same pared-back aesthetic can feel a little too restrained, leaving some spaces lacking character and individuality.

When Simplicity Feels Silent 

In 2025, that sense of restraint is beginning to lift. Shoppers are drawn to spaces that feel alive and expressive, places that tell stories and spark emotion. Colour, material, and texture are making a return, bringing warmth and energy back to physical retail. Younger audiences, especially Gen Z, see shopping as more than a transaction and as something that can be social, creative, and personal. They want spaces that reflect their individuality and invite connection. In response, brands are moving away from polish and towards personality, proving that retail is at its best when it feels human, tactile, and full of life. 

Zara, Nanjing 

Zara’s new flagship in Nanjing demonstrates how even the largest global retailers are finding new ways to express individuality through design. Created by AIM Architecture, the store replaces the brand’s familiar monochrome aesthetic with a softer and more vibrant environment. The emphasis is on texture rather than color, creating a tactile backdrop that reflects the constantly evolving product offer for the renowned brand.  

Hidden areas of the store have been developed in collaboration with Barcelona-based digital studio Bagel Affairs, which integrates professional-grade lighting and colour-changing LEDs to draw shoppers toward the ‘Fit Check Studio.’ Cameras are built into the space, blending technology with experience in a seamless way. The Nanjing flagship also features custom matte stainless steel tables and a bold yellow bamboo carpet within the fitting room lounge, adding warmth and contrast to the industrial finishes. Every surface feels responsive and alive, designed to shift with movement and encourage exploration. The result is a space that captures rhythm and emotion, inviting customers to experience something dynamic and unique rather than predictable or uniform.

Interior Design

Bloomingdale’s, New York 

A collaboration with British artist Yinka Ilori has transformed Bloomingdale’s iconic 59th Street flagship into a kaleidoscope of pattern, shape, and colour as part of the brand’s “Just Imagine” campaign. Oversized florals and vibrant installations fill the space, turning the store into an immersive journey inspired by the playful world of Alice in Wonderland. The atmosphere feels creative and uplifting, layered with texture, rhythm, and a sense of imagination. Ilori’s work captures the energy of contemporary retail design, where connection and experience matter more than restraint or minimal form. 

The Cherish Your Magic carousel pop-up continues with this sense of wonder, offering collaborative pieces that blend design, art, and fashion. Inside, visitors can discover colourful cashmere sweaters, printed ping-pong sets, unique kitchenware, and sculptural home décor, alongside beauty products from Augustinus Bader and Joya Studio. The installation invites people to pause, explore, and enjoy the process of discovery once again. It reflects Bloomingdale’s renewed commitment to creativity, community, and the idea that shopping can be something joyful and deeply human. 

Nylon

Aesop, Leeds 

Aesop’s new Victoria Leeds store marks a gentle shift away from the brand’s familiar minimal style. Located in the historic County Arcade, the design takes cues from the building’s heritage and the city’s industrial past. Materials were chosen with care, including stone from a local English quarry and reclaimed oak shelving sourced from the Victorian era, bringing a sense of history into the space. 

Created in collaboration with the design studio Snøhetta, the store feels calm and grounded while still full of character. Warm lighting, natural textures, and thoughtful detailing give the store depth and warmth. The result is a space that feels true to Aesop’s identity while showing how tranquillity and richness can sit comfortably side by side. 

Dezeen

A Season of Expressive Pop-Ups 

As brands continue to experiment with more expressive design in their permanent stores, the same creativity has been spilling into temporary formats. This summer has seen a wave of pop-ups that blur the line between retail, art, and experience. What once served as a short-term marketing tool is now being reimagined as a way to tell stories, test ideas, and connect with people in more immediate and sensory ways. These spaces hold the same attention to detail and emotion as larger flagships but capture it through a sense of spontaneity and presence that feels unique to the season. 

Jacquemus Temporary Boutique, Ibiza 

The French fashion brand Jacquemus opened the summer season of 2025 with a vibrant pop-up in Ibiza, created in collaboration with the coastal restaurant Casa Jondal. The boutique captures the brand’s signature spirit with vivid citrus tones, sculptural furniture, and mirrored surfaces that reflect the island’s golden light. The space feels spontaneous yet intentional, blending art, architecture, and retail into something playful and immersive. 

The pop-up ran throughout the summer, presenting an exclusive limited-edition collection inspired by Mediterranean living. The boutique was covered in banana yellow and black polka dots, echoing the tones and motifs of Jacquemus’ recent catwalk collection alongside the white palette shared with Casa Jondal. The result was a lively, sun-drenched space that perfectly captured the warmth and carefree attitude of a Jacquemus summer. 

Fashion United

Dolce & Gabbana, Saint-Tropez 

This summer, Dolce & Gabbana transformed the iconic Casa Amor in Saint-Tropez into a vibrant celebration of Sicilian culture. As part of the brand’s DG Resort project, the beach club was reimagined through the lens of Mediterranean heritage, filled with bright patterns, bold prints, and decorative details inspired by traditional Sicilian craftsmanship. The space felt alive with colour and texture, blending Riviera elegance with the warmth and energy of southern Italy. 

Natural materials and warm tones grounded the design, with wooden furniture and sun-washed surfaces balancing the richness of the prints.  

Alongside the transformation, Dolce & Gabbana opened a dedicated pop-up boutique inside Casa Amor, offering a curated selection of summer pieces and accessories that mirrored the setting. The result was a space that captured the spirit of the season and turned a temporary installation into a living expression of the brand’s world.  

L’officiel

A More Expressive Era for Retail 

The growing embrace of colour, texture, and storytelling across both permanent stores and pop-ups shows that retail is finding its rhythm again. After years of minimal spaces and quiet design, brands are realising that people want to be moved by the places they visit. A store is no longer just a destination to shop but could be an opportunity to connect, to experience something tangible and to feel part of a brand’s world. Whether through layered materials, unexpected design choices, or moments that spark emotion, physical spaces are once again being used to inspire rather than simply display. 

This renewed sense of expression signals a more confident era for retail. Brands are giving themselves permission to show personality, to be bold, and to create spaces that reflect their values. The most memorable environments are those that strike a balance between creativity and connection; ideally, spaces that feel lived-in, textured, and open to interpretation. Retail is becoming less about perfection and more about presence, reminding us that design can be both beautiful and imperfect, expressive and real.