Issue #089

<p>Welcome to your weekly dose of TooXToo, this week featuring Dyson’s new VR store, Uno’s collaboration with Giannis Antetokounmpo &amp; Nike, M&amp;S’ AR wayfinding pilot of their new app at Westfield, and a celebration of Virgil Abloh.</p>
<h2><strong>Dyson’s new VR store</strong></h2>
<p>The last week of November saw Dyson enter the world of VR with the opening of their new demo VR experience store. This new venture will allow consumers to trial its products, before choosing to buy them.</p>
<p><img src="https://f.hubspotusercontent30.net/hubfs/8613030/MicrosoftTeams-image%20(218)-png.png" loading="lazy"></p>
<p>Using the Oculus app, customers can experience and use the Dyson products virtually. In the store you can also watch demonstrations and discover 3D images of tools- including their Supersonic hairdryer.</p>
<blockquote>
<p>James Dyson, company founder has said he feels VR will effectively enhance shoppers understanding of the Dyson products. "We have been harnessing powerful virtual reality technologies to engineer new products in our labs for many years, now we are applying those same technologies to re-invent how people explore our products," he commented.</p>
</blockquote>
<p>Dyson is responding to the prevalence of virtual ways of interacting amongst today’s consumers. Consumer goods brands especially, are trialling new online forms of interaction in anticipation of the growing Metaverse.</p>
<h2><strong>UNO x Nike collection with Giannis </strong></h2>
<p>The family-favourite card game UNO is celebrating its 50th anniversary. To do so, they have collaborated with Nike and NBA star Giannis Antetokounmpo to release a bold collection of footwear, a newly branded deck, and apparel line.</p>
<p><img src="https://f.hubspotusercontent30.net/hubfs/8613030/Screenshot%202021-12-03%20at%2013-39-12-png.png" loading="lazy"></p>
<p>The two brands have united over their use of, and sense of ‘play’ that infuses their products. Both have an appeal, regardless of age or gender. The three primary colours alongside green cover the shoes producing four unicoloured and bold trainer designs.</p>
<p>The products featured in the collaboration also include several other design elements inspired by the UNO cards. They also celebrate Giannis and his family’s appreciation and love for UNO. “I want every product to be genuine and authentic, and playing UNO with my brothers is a big part of our lives,” implored Antetokounmpo.</p>
<p>Both the footwear and apparel collections will be available on the Nike website in the coming months. UNO’s’ Giannis-branded deck is already shoppable through Mattel Creations and NTWRK.</p>
<p>With Christmas weeks away, this might just be the perfect Christmas pressie for the fellow game, and merch lovers.</p>
<h2><strong>M&amp;S’ AR wayfinding pilot of their new app at Westfield</strong></h2>
<p>The M&amp;S at Westfield is currently trialling a new augmented reality app in their food hall. The app will seamlessly allow consumers to enter a product into the app and then be guided to its shelf location with on screen directions.</p>
<p><img src="https://f.hubspotusercontent30.net/hubfs/8613030/MicrosoftTeams-image%20(216)-png.jpeg" loading="lazy"></p>
<p>As seen in the picture, when a smartphone is held up, directions will be displayed on screen with markers referencing the location of the product you are searching for. The technology was created by AR start-up ‘Dent Reality’ and will also allow shoppers to create and save shopping lists, as well as figure out the optimum route between items in store.</p>
<blockquote>
<p>“They want to improve their customer experience, surface recommendations and recipes, and bring all the things they do online, to the in-store experience,” Dent Reality co-founder Andrew Hart commented on M&amp;S’ new AR venture.</p>
</blockquote>
<p>If the app proves successful in its initial trials, M&amp;S have said the app will be made usable for members of the public in January. To make the consumer experience more accessible, they hope to make this wayfinding technology part of their existing M&amp;S app, not a stand-alone app that consumers must download in addition.</p>
<h2><strong>A celebration of Virgil Abloh</strong></h2>
<p>On Wednesday, Virgil’s name was illuminated in the sky in Miami at what was an emotional final show for Louis Vuitton. The creative, multi-hyphenate, Abloh <span style="font-size: 15px;">died last Sunday at the age of 41 following his struggle with a rare form of cancer.</span></p>
<p><img src="https://f.hubspotusercontent30.net/hubfs/8613030/MicrosoftTeams-image%20(217)-png.png" loading="lazy">To celebrate his life and wonderous work, both collaborators, and friends gathered on a barge docked at Biscayne Bay, where Louis Vuitton hosted the show for its Spring-Summer 2022 men’s collection. The show featured a 30-foot-tall rainbow sculpture of Abloh holding an LV-branded vinyl record case; there was also a hot-air balloon and another sculpture of a paper plane- both symbols of Abloh’s powerful imagination.</p>
<p>This show was originally meant to be one of many more to come that celebrated his impactful creativity. It was perfectly apt, however, that this last exhibition of his work would be a demonstration of discovery at a time of both despair, and cynicism. Virgil was a keen optimist, and this was clearly reflected in how he lived and worked.</p>
<blockquote>
<p>A concert also took place featuring Kid Cudi and Erykah Badu. Concluding the celebration and appreciation of Abloh’s life- orchestral music followed, with the soft voice-over of Abloh himself: “I’ve been on this focus in terms of my art and creativity, of getting adults to behave like children again. And they go back into this sense of wonderment. They start to stop using their mind, and they start using their imagination.”</p>
</blockquote>

<p>Welcome to your weekly dose of TooXToo, this week featuring Dyson’s new VR store, Uno’s collaboration with Giannis Antetokounmpo &amp; Nike, M&amp;S’ AR wayfinding pilot of their new app at Westfield, and a celebration of Virgil Abloh.</p>


Revolutionising Retail: The Age Of Omnichannel

<p><em>In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;</em></p>
<p>What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;</p>
<p>A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a <span style="font-weight: bold;">9.5% yearly increase</span> in revenue, compared with <span style="font-weight: bold;">3.4% for poor</span> omnichannel brand strategies.&nbsp;</p>
<p>Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.</p>
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
<p>An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;</p>
<p>Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.</p>
<p>Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;</p>
<p>In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.</p>
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
<p>Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.</p>
<p>Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.</p>
<p>The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.</p>

<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.46.png" alt="Screenshot 2023-08-14 at 14.15.46" width="1653" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 1653px;"></p>
<p>While the digital tables offer a unique experience to all customers, Nike app users enjoy an additional layer of personalisation. Once they sync their digital profiles with the table, the platform generates comparison data rooted in their individual preferences.&nbsp;</p>
<p>These preferences are meticulously tracked, considering factors like previous purchases, attended events, club memberships, and more.</p>
<p>The innovative blend of technology and personalisation these retail environments embody enhances the customer experience by integrating a fun and immersive element to the shopper journey.&nbsp;</p>
<h2 style="font-weight: normal; font-size: 30px;">Sports Direct’s Seamless Strategy&nbsp;</h2>
<p>As an agency we have collaborated with Sports Direct to assist the brand in pursuing an omni-channel approach as part of their wider elevation strategy to enhance their in-store, and online customer experience.&nbsp;</p>
<div><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.27.png" alt="Screenshot 2023-08-14 at 14.15.27" width="1466" height="1042" loading="lazy" style="height: auto; max-width: 100%; width: 1466px;"></div>
<p>Scannable QR codes in-store for example direct customers through to product guides, or more information on the website empowers consumers with added expertise, supporting them in their journey from shelf to purchase.&nbsp;</p>
<p>An omni-channel approach enhances the store’s accessibility, which allows the experiential element of the stores to be layered, creating a new springboard for inspiration.</p>
<p>Since seamlessly connecting the offline and online experience, Sports Direct have experienced significantly improved engagement through digital in-store offerings, resulting in <span style="font-weight: bold;">82% of users</span> finding Sports Direct products on social media and <span style="font-weight: bold;">450k more followers on Tik Tok.</span></p>
<p>With a total increase <span style="font-weight: bold;">of over 18 million</span> followers across social platforms, the proof is in the pudding when it comes to the visible results stemming from an omni-channel strategy.&nbsp;</p>
<h2 style="font-weight: normal; font-size: 30px;">The future of omnichannel</h2>
<p>As we move further into 2023 and enter 2024 we can expect the omnichannel trend to continue shaping the future of retail. The demand for a seamless, personalised shopping experience is here to stay, and it's more important than ever for retailers to embrace this shift.</p>
<p>NRF, Retail’s Big Show 2023 (New York City, January 15-17) welcomed 35,000 attendees and 1,000 exhibitors. One of the strongest themes to come from this show focused on the increasing digital fatigue and information overload consumers are currently experiencing.&nbsp;</p>
<p>Numerous brands are leaning into what has been dubbed ‘shy’ or ‘calm’ technology, which supports, guides, and informs without demanding excess attention.</p>
<p>With this in mind, brands pursuing an Omnichannel strategy must not only ensure their offline and online touchpoints are harmonised, but should experiment with more fluid, ambient, and gestural technology that offers subtle interactions and reactions – for creating retail spaces inspire, rather than fatigue consumers.&nbsp;</p>

<p><em>In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;</em></p>
<p>What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;</p>
<p>A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a <span style="font-weight: bold;">9.5% yearly increase</span> in revenue, compared with <span style="font-weight: bold;">3.4% for poor</span> omnichannel brand strategies.&nbsp;</p>
<p>Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.</p>
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
<p>An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;</p>
<p>Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.</p>
<p>Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;</p>
<p>In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.</p>
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
<p>Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.</p>
<p>Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.</p>
<p>The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.</p>


The Best Flagship Stores

<p style="text-align: left; font-weight: normal;"><em>Physical environments matter.&nbsp;</em></p>
<p style="text-align: left;">While digital commerce remains hugely influential, brick-and-mortar stores still dominate.</p>
<p style="text-align: left;">And with many customers preferring to interact with brands IRL there is a huge opportunity to create spaces that are a physical extension of your brand.</p>
<p style="text-align: left;">Here at The One Off, we have tasked the team with picking their favourite and most memorable flagship experiences. From across sectors and countries we unpack the most impressive physical retail spots to know. &nbsp;</p>
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">James Hanson – Managing Director</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – Paris 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/nike-house-of-innovation-paris-15.webp" alt="nike-house-of-innovation-paris-15" width="1600" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1600px;"></p>
<p style="text-align: left;">The key here is focus on experience, which is even greater than any previous Nike flagships. &nbsp;</p>
<p style="text-align: left;">The level of investment in temporary campaign spaces to create amazing experiences makes the store feel different every time you visit, and Nike have expertly considered who is shopping and how frequently. &nbsp;</p>
<p style="text-align: left;">In comparison to older, more cluttered flagships, the level of O2O integration makes it super simple to actually come away with a physical product.&nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Apple – Mall of the Emirates, Dubai 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x.jpg" alt="0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x" width="2880" height="1612" loading="lazy" style="height: auto; max-width: 100%; width: 2880px;"></p>
<p style="text-align: left;">What at first glance appears to be a standard Apple store, opens up to reveal the most breath-taking view of the Berj Kalifa (and certainly one of the best angles to photograph it – on your iPhone of course). &nbsp;</p>
<p style="text-align: left;">The store’s location and view create an incredibly emotive response that means that the visit to store stays in the memory much longer than others. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"> Lego – London 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/shutterstock_716003623-min-scaled.jpg" alt="shutterstock_716003623-min-scaled" width="2048" height="1253" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;"></p>
<p style="text-align: left;">The iconic Leicester Square store offers interactivity centred around product personalisation and delivered in a really simple way. &nbsp;</p>
<p style="text-align: left;">There is a brilliant link through to local culture with large scale ‘selfie moment’ props and gamification offered through the Lego passport initiative. &nbsp;</p>
<p style="text-align: left;">The store also provides a great physical test bed for new innovations and technology. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Louis Vuitton – Ginza 📍 &nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3.jpg" alt="louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3" width="2048" height="1152" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;"></p>
<p style="text-align: left;">With the impressive glass façade, it is hard to think of another store globally that gives such a ‘wow’ factor from just the exterior. &nbsp;</p>
<p style="text-align: left;">The store was also the first to include a café concept, of which the menu was created by a Tokyo local providing both a local cultural connection and a reason for people to visit who aren’t in the market for a luxury bag. &nbsp;</p>
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Phil Rowberry – Executive Creative Director &nbsp;&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Dior – Paris 📍</h3>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286.jpg" alt="new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286" width="7280" height="5392" loading="lazy" style="height: auto; max-width: 100%; width: 7280px;"></h3>
<p style="text-align: left;">Recently renovated, the Paris store is a space which mixes retail, culture, art and hospitality. I particularly like the gallery’s beautiful white spiral staircase surrounded by vibrantly coloured iconic products from their past. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Puma – New York 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Puma-Store-NYC-20.jpg" alt="Puma-Store-NYC-20" width="1024" height="681" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;"></p>
<p style="text-align: left;">The store puts experience first – letting visitors train with their favourite sports stars in the Skill Cube, race F1 drivers in the professional simulators and tourists can shop NY only product hauls curated for visitors to the city. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Lush – London 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/oxfordstreetarticle_topbanner.jpg" alt="oxfordstreetarticle_topbanner" width="1800" height="1013" loading="lazy" style="height: auto; max-width: 100%; width: 1800px;"></p>
<p style="text-align: left;">This shout out is mainly because of the Lush store staff – they are particularly helpful and passionate about the products and provide brilliant information and guidance to customers. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Converse – Soho, New York 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3.jpg" alt="D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3" width="828" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 828px;"></p>
<p style="text-align: left;">An older store, but this doesn’t diminish its impressive nature. The Converse brand have a deep understanding of who they are and inject their DNA into their stores. They use their product in a creative and expressive way to create statement and sculptural pieces. &nbsp;</p>
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Rich Collier – 3D Creative Partner &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – New York 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/289919-cover.jpg" alt="289919-cover" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;"></p>
<p style="text-align: left;">This huge store hinges on fashion forward lifestyle credentials and a commitment to athletic performance. The customisation zone for example allows customers to select colours, laces, patches and tongue tags for shoes ready for collection or shopping a week later. &nbsp;</p>
<p style="text-align: left;">The upper floor has the largest collection of Nike shoes in a single store and customers are given the opportunity to book personal styling sessions. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Samsung 837- New York 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/rqeqrfggmb2tcaflwmzc.webp" alt="rqeqrfggmb2tcaflwmzc" width="1920" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;"></p>
<p style="text-align: left;">Taking experiential and hybrid retailing to the next level – Samsung’s New York flagship focusses on trialling, entertainment, local connections and immersive play. &nbsp;</p>
<p style="text-align: left;">The three-storey space is dominated by 'The Screen'. The store-height set of 55" digital screens hosts branded content and film screenings, while a 'Selfie Station' lets shoppers broadcast photos of themselves on the big screen.&nbsp;</p>
<p style="text-align: left;">Samsung also hosts events ranging from Oscar-night movie screenings to neighbourhood jogs. There's also a café, created in partnership with local food and coffee brands.&nbsp;</p>
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Charlotte Hurd – Research Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Neighborhood Goods – New York 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/085-ng-cover-1.jpg" alt="085-ng-cover-1" width="2115" height="900" loading="lazy" style="height: auto; max-width: 100%; width: 2115px;"></p>
<p style="text-align: left;">Conceived as a local hangout, these spaces showcase direct-to-consumer brands, both established and new, in pop-up shops straddling fashion, beauty, homeware and electricals. &nbsp;</p>
<p style="text-align: left;">Shoppers can use the personalised app to find out more, shop the product and then order a glass of wine to mull over their purchases. &nbsp;</p>
<p style="text-align: left;">A future facing department store, it is a full spectrum space with events, podcast recordings, a restaurant, and co-working space. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Starbucks Roastery – Milan 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Starbucks.BuxPressRelease_002-1-orizz.jpg" alt="Starbucks.BuxPressRelease_002-1-orizz" width="1200" height="820" loading="lazy" style="height: auto; max-width: 100%; width: 1200px;"></p>
<p style="text-align: left;">For coffee lovers, Starbucks had a job to ensure their high-end roastery concept would work. The space is a celebration of the city’s coffee traditions and combines an elegant tasting room with a state-of-the-art Roastery. &nbsp;</p>
<p style="text-align: left;">The space offers something for everyone, any time of day. From the main café to the mezzanine bar customers can discover Starbucks drinks whilst learning more about the history of the brand. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Anya Hindmarch – London 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bf7a.jpg" alt="bf7a" width="1000" height="870" loading="lazy" style="height: auto; max-width: 100%; width: 1000px;"></p>
<p style="text-align: left;">Post pandemic, Anya Hindmarch bought Londoners together with the launch of her Chelsea based community. &nbsp;</p>
<p style="text-align: left;">At the heart of the village is the Anya Cafe, the perfect place to grab a coffee and a Hindmarch inspired pastry before visiting The Plastic Shop, The Labelled Shop and The Bespoke Shop. &nbsp;</p>
<p style="text-align: left;">The Village Hall is however the most impressive element – embodying different creative concepts and collaborations every few months. The space has been home to a hair salon, a pet grooming concept and most recently an ice cream parlour. &nbsp;</p>
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">Ikea – Szczecin 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/ikea-home-of-tomorrow-szczecin-poland-1.jpg" alt="ikea-home-of-tomorrow-szczecin-poland-1" width="2000" height="1286" loading="lazy" style="height: auto; max-width: 100%; width: 2000px;"></p>
<p style="text-align: left;">In 2020, Ikea opened a brilliant concept in Western Poland as a placeholder for their full flagship launch. Dubbed the ‘House of Tomorrow’ the core aim was to show consumers the possibilities for eco-friendly interiors within the parameters of existing spaces and materials. &nbsp;</p>
<p style="text-align: left;">It included a relaxation area, a ‘house farm’ with a vegetable and mushroom garden and a kitchen, where plant-based dishes are concocted during workshops. &nbsp;</p>
<p style="text-align: left;">The brand also amplified a social agenda, inviting locals to attend forums with city officials and waste specialists. &nbsp;</p>
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Simon Gittus – 3D Design Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Galeries Lafayette – Champs Elysées 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28.jpg" alt="galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28" width="2364" height="1872" loading="lazy" style="height: auto; max-width: 100%; width: 2364px;"></p>
<p style="text-align: left;">The store has a particularly impressive showcase entrance and central space which is both impactful and engaging. These guys really know how to scale down the department store and present customers with product in an innovative way. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Bailey’s Home 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image00007.webp" alt="image00007" width="3000" height="3000" loading="lazy" style="height: auto; max-width: 100%; width: 3000px;"></p>
<p style="text-align: left;">An impressive independent ‘flagship’ in the Cotswolds – selling everything gorgeous! Their focus on sustainable living makes it easy to come away with something new every time. &nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Selfridges – London 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/SCI1ddy7r8.jpg" alt="SCI1ddy7r8" width="6720" height="4480" loading="lazy" style="height: auto; max-width: 100%; width: 6720px;"></p>
<p style="text-align: left;">Selfridges show everyone how to do retail. They have remained relevant and interesting for well over 100 years. &nbsp;</p>
<p style="text-align: left;">From their gaming destination to the ever-changing corner store – they are forever expanding and evolving to suit consumer needs. &nbsp;</p>
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Meg Hotson – Research Executive&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Glossier - London 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq.webp" alt="glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq" width="1704" height="1704" loading="lazy" style="height: auto; max-width: 100%; width: 1704px;"></p>
<p style="text-align: left;">Glossier's London store is nestled in London’s historic Covent Garden. With its minimalist and Instagram-worthy aesthetic, the store showcases Glossier's cult-favourite skincare and makeup products. &nbsp;</p>
<p style="text-align: left;">Customers can test and try the products, receive personalised recommendations from knowledgeable staff, and immerse themselves in the brand's inclusive and empowering beauty philosophy. A personal highlight of mine is the conveyer belt in-store, which delivers your purchase to you in a separate room once ordered through a member of staff.&nbsp;</p>
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">AESOP - London (Regent Street) 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3061530_Aesop-London---2-.jpg" alt="3061530_Aesop-London---2-" width="1024" height="536" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;"></p>
<p style="text-align: left;">AESOP's store on London’s iconic Regent Street embodies the brand's commitment to simplicity and quality. &nbsp;</p>
<p style="text-align: left;">Known for its luxurious skincare products, the store's sleek and minimalist design reflects AESOP's ethos. With its warm , ambient, and inviting atmosphere, the stores atmosphere is a stark juxtaposition from the hustle and bustle of such a busy location in the city’s centre.&nbsp;</p>
<p style="text-align: left;">The brand offers a personalised skincare consultation experience allowing customers to explore the brand's range of botanical-based products. Visitors can also book 1-1 beauty appointments in the floor below shop level; customers travel down to lower level using an elevator, which moves slower than usual to give the impression it is taking you further underground. This is one of many added details which helps create a relaxing, and unique customer journey.&nbsp;</p>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Uniqlo – London (Covent Garden) 📍&nbsp;</h3>
<p><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Uniqlo-Covent-Garden-atrium-980x1024-1.jpg" alt="Uniqlo-Covent-Garden-atrium-980x1024-1" width="980" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 980px;"></p>
<p style="text-align: left;">Uniqlo’s newest London location is situated in Covent Garden. The brand has taken over a grade II-listed former Victorian carriage hall, which features an open courtyard and vaulted glass atrium. &nbsp;</p>
<p style="text-align: left;">Inside, there is not only a wide range of Uniqlo products and accessories to browse, but a repair, reuse and customisation area, a T-shirt design station, and the brand’s first in-store café with a dedicated rooftop area to sit and enjoy a refreshment. &nbsp;</p>
<p style="text-align: left;">This stores also features a plant and flower pop-up with brand JamJar, offering potted plants, flower presses and prints.&nbsp;</p>
<p style="text-align: left;">There is a great use of storytelling throughout the store, with a special feature wall dedicated to items trending on TikTok, demonstrating the brands continued social relevance and growing popularity amongst GenZ.&nbsp;</p>

<p style="text-align: left; font-weight: normal;"><em>Physical environments matter.&nbsp;</em></p>


Unexpected Fashion Collaborations

<p style="text-align: center;"><em>Why are they so successful?</em></p>

<p style="text-align: left;">As consumers, we often look for brands that resonate with our personal values and interests, and when these brands collaborate, it creates room for exciting possibilities and enriching experiences.</p>
<p style="text-align: left;">Brands that collaborate across different industries allow their customers to discover new interests and passions through drawing attention to brands that wouldn’t typically intersect with their usual consumers base.</p>
<p style="text-align: left;">Over the past year, we have seen the remarkable fusion of popular brands across a variety of sectors, collaborating to craft extraordinary and unexpected experiences for both their loyal consumers and avid fans alike.</p>
<h3 style="text-align: left;"><span style="font-weight: bold; font-size: 20px;">Burberry X Minecraft</span></h3>
<p style="text-align: left;"><span style="font-weight: normal;">Burberry collaborating with Minecraft was one of the most unexpected collaborations of 2022 by merging the world of high fashion and virtual creativity to create a unique and immersive experience.</span></p>
<p style="text-align: left;">The result of the collaboration lead to players being treated to an exclusive Burberry-themed virtual world, where they could explore iconic Burberry landmarks such as their flagship, design their own stylish virtual outfits, and embark on imaginative fashion adventures.&nbsp;</p>
<p style="text-align: left;">Burberry incorporated Minecraft-inspired elements into their real-world designs, bringing virtual fashion to life. The collection seamlessly merged digital aesthetics with the brand's signature style, captivating both gaming enthusiasts and fashion aficionados alike.</p>
<div style="text-align: left;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/8a544f39-05cd-4069-a854-9bb4b938751b.jpg" alt="8a544f39-05cd-4069-a854-9bb4b938751b" width="800" height="436" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"></div>
<p style="text-align: left;">This collaboration was successful in creating engaging experiences and providing cross-generational appeal by giving Burberry a platform to reach Minecraft’s broad demographic ranging from children to adults.&nbsp;</p>
<p style="text-align: left;"><span style="font-weight: bold; font-size: 20px;">Loewe X Studio Ghibli</span></p>
<p style="text-align: left;">Another collaboration that was surprisingly successful was between Loewe, the Spanish luxury fashion brand known for its high-quality leather goods and iconic designs, and Studio Ghibli, the renowned Japanese animation studio known for its imaginative and heart-warming films.</p>
<p style="text-align: left;">Both brands have distinct and recognizable brand identities and the creative synergy of the two brands resulted in a truly unique and imaginative collection. The collection featured handbags, t-shirts, and other items adorned with characters from Studio Ghibli films, reimagined in Loewe’s signature leather and textile designs.&nbsp;</p>
<div style="text-align: left;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3bd1d6d6-2c66-4ee1-a80c-0d8c0e1849a5.jpg" alt="3bd1d6d6-2c66-4ee1-a80c-0d8c0e1849a5" width="800" height="497" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"></div>
<p style="text-align: left;">The collaboration was a limited-edition release, creating a sense of exclusivity and rarity that appeals to collectors and fans of both brands. Creating a sense of urgency and excitement around the collection, with many items selling out quickly.</p>
<p style="text-align: left;">Captivating audiences and media outlets worldwide and generating widespread attention, the Loewe collaboration skilfully captures the essence of Studio Ghibli's nostalgia and escapism.&nbsp;</p>
<p style="text-align: left;">This immersive partnership transports admirers to a realm where cherished memories intertwine with whimsical journeys, extending Loewe's brand exposure to a diverse range of consumers and further amplifying its global presence.</p>
<h3 style="text-align: left;"><span style="font-size: 20px; font-weight: bold;">Palace X Adidas X Chris Yates</span></h3>
<p style="text-align: left;">Palace and Adidas have collaborated several times in the past and have produced some very successful collections - however their recent Nature collection welcomed a more surprised reaction from fans, given its clear departure from their usual streetwear aesthetic. This collaboration included Chris Yates, a renowned British angler and nature enthusiast.</p>
<p style="text-align: left;">The collaboration was introduced with a short film showcasing Chris’s love of nature and the environment, as well as his passion for fishing. This authentic storytelling resonated with audiences and created a sense of connection and emotional engagement.&nbsp;</p>
<div style="text-align: left;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/24822378-1948-444c-b167-7f0b5653df59.jpg" alt="24822378-1948-444c-b167-7f0b5653df59" width="451" height="304" loading="lazy" style="height: auto; max-width: 100%; width: 451px;"></div>
<p style="text-align: left;">The Adidas Nature collection focused on sustainability, using eco-friendly materials and production methods. This aligns with Palace’s commitment to sustainability and environmental responsibility, making the collaboration a natural fit. The emphasis on sustainability also appealed to consumers who are increasingly conscious of the impact of their purchases on the environment.</p>
<p style="text-align: left;">The collaboration resulted in a unique and eye-catching collection that blended Palace’s streetwear aesthetic with Adidas’ sportswear heritage. Typically, with Palace releases and collaborations, the collection was limited stock and sold out very quickly due to the reputation of the two brands.</p>
<h3 style="text-align: left;"><span style="font-size: 20px; font-weight: bold;">Key Takeaways</span></h3>
<p style="text-align: left;">-Cross-disciplinary partnerships can provide brands with access to new markets or niche sectors that they may not have been able to reach on their own. By partnering with a brand that has an established presence in a specific market, a brand can leverage that partner's expertise and customer base to enter and thrive in that market.</p>
<p style="text-align: left;">-Successful collaborations capture the essence of both brands involved, merging their unique identities to create something truly unique and imaginative that captures widespread attention.</p>
<p style="text-align: left;">-The future of unexpected fashion collaborations will likely be characterised by a convergence of diverse elements, embracing technology, sustainability and inclusivity. As the fashion industry continues to evolve, collaborations will play a crucial role in shaping the future of fashion by pushing boundaries and offering consumers innovative, immersive, and thought-provoking experiences.</p>

<p style="text-align: center;"><em>Why are they so successful?</em></p>


How to create a brand identity that is fit for the future of the auto care industry

<p>As the amount of electronic and digital technology integrated in vehicles keeps increasing, car brands are collaborating with tech companies to fast-track their model releases and gain a competitive advantage.&nbsp;</p> 
<p>This change has also forced the hand of auto care businesses, who are having to break away from old school stereotypes and cater their service offering to new customer needs. &nbsp;</p> 
<p>Fast fit autocare brand, Protyre came to us with a huge question: Is our brand fit for future? &nbsp;</p> 
<p>With the aforementioned industry change, huge ambitions for future growth, and a business model centred around new customer acquisitions, Protyre needed help to understand this current brand perception and futureproof their identity. &nbsp;</p> 
<h2 style="font-weight: normal;">Gaining clarity on the world of autocare &nbsp;</h2> 
<p>Firstly, it was key to understand the sector overall. How does it look? What innovation is happening in this space? Where are the gaps in the market?&nbsp;</p> 
<p>Sector analysis and a competitor audit allowed us to quickly see that there is huge stagnation in this sector. Many brands look the same, offer the same, and have the same reputation with customers.&nbsp;</p> 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-07-03%20at%2016.38.16.png" alt="Screenshot 2023-07-03 at 16.38.16" width="2694" height="1090" loading="lazy" style="height: auto; max-width: 100%; width: 2694px;">
</div> 
<p>We identified a real opportunity for change - one which wasn't made up of primary colours and stereotypical images. &nbsp;</p> 
<h2 style="font-weight: normal;">Understanding the nuances of the Protyre brand &nbsp;</h2> 
<p>As part of our process, it was key to understand Protyre’s business - from both its employees and its customers. &nbsp;</p> 
<p>Our research process looked at uncovering brand values and DNA through a series of stakeholder interviews and staff surveys. These interviews were integral to understanding the limitations and opportunities we faced when re-branding.&nbsp;</p> 
<p>We also conducted a quantitative satisfaction survey with 7,500 Protyre customers to understand more about how they viewed the brand, it's external values and its current service proposition.&nbsp;</p> 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_Webbs_2.webp" alt="TOO_Webbs_2" width="850" height="538" loading="lazy">
</div> 
<p>The research undertaken at this stage proved the validity of the Protyre values and showed the strength in the promises Protyre were making to their customers. We understood, for example, the need to maintain the brands DNA moving forwards.&nbsp;</p> 
<h2 style="font-weight: normal;">Understanding the Protyre customer &nbsp;</h2> 
<p>We know, particularly in the automotive sector that huge change is underway therefore it was crucial to ensure we understood current customer attitudes and key trends shaping this industry.&nbsp;</p> 
<p>Firstly, we undertook a round of secondary research to delve into the what, why, and how’s of the automotive sector to really understand how this brand should be shaped for the future.&nbsp;</p> 
<p>These key takeaways were consistent across the project as we developed a brand which would reflect customer attitude and opinion and help Protyre to extend their reach and brand awareness.&nbsp;</p> 
<p>Secondly, we conducted a number of qualitative focus groups with a wide range of both Protyre customers and non-customers uncovering their thoughts on brand identity, customer service and expectations for future.&nbsp;</p> 
 
<p>The extensive research methodologies undertaken in this project helped us to define and create a brand identity which was not only right for the future of the industry but also one which was right for the brand and its nuances. &nbsp;</p> 
<p>The Protyre brand is now aligned under one consistent identity, reassuring customers of its credibility whilst also maintaining the values and DNA which are so crucial to the brand and its staff. &nbsp;</p> 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-07-03%20at%2012.46.20.png" alt="Screenshot 2023-07-03 at 12.46.20" width="1628" height="1218" loading="lazy" style="height: auto; max-width: 100%; width: 1628px;"> 
 <br>
 <br>
 <em>&nbsp;</em>
</div> 
<p><em>For more information about the re-brand keep your eyes peeled across The One Off social channels. We will be sharing full details of the project and the final result in the coming months. &nbsp;</em><br><br>&nbsp;<br><br>&nbsp;<br><br>&nbsp;</p>

<p>As the amount of electronic and digital technology integrated in vehicles keeps increasing, car brands are collaborating with tech companies to fast-track their model releases and gain a competitive advantage.&nbsp;</p> 
<p>This change has also forced the hand of auto care businesses, who are having to break away from old school stereotypes and cater their service offering to new customer needs. &nbsp;</p> 
<p>Fast fit autocare brand, Protyre came to us with a huge question: Is our brand fit for future? &nbsp;</p> 
<p>With the aforementioned industry change, huge ambitions for future growth, and a business model centred around new customer acquisitions, Protyre needed help to understand this current brand perception and futureproof their identity. &nbsp;</p> 
<h2 style="font-weight: normal;">Gaining clarity on the world of autocare &nbsp;</h2> 
<p>Firstly, it was key to understand the sector overall. How does it look? What innovation is happening in this space? Where are the gaps in the market?&nbsp;</p> 
<p>Sector analysis and a competitor audit allowed us to quickly see that there is huge stagnation in this sector. Many brands look the same, offer the same, and have the same reputation with customers.&nbsp;</p> 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-07-03%20at%2016.38.16.png" alt="Screenshot 2023-07-03 at 16.38.16" width="2694" height="1090" loading="lazy" style="height: auto; max-width: 100%; width: 2694px;">
</div> 
<p>We identified a real opportunity for change - one which wasn't made up of primary colours and stereotypical images. &nbsp;</p> 
<h2 style="font-weight: normal;">Understanding the nuances of the Protyre brand &nbsp;</h2> 
<p>As part of our process, it was key to understand Protyre’s business - from both its employees and its customers. &nbsp;</p> 
<p>Our research process looked at uncovering brand values and DNA through a series of stakeholder interviews and staff surveys. These interviews were integral to understanding the limitations and opportunities we faced when re-branding.&nbsp;</p> 
<p>We also conducted a quantitative satisfaction survey with 7,500 Protyre customers to understand more about how they viewed the brand, it's external values and its current service proposition.&nbsp;</p> 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_Webbs_2.webp" alt="TOO_Webbs_2" width="850" height="538" loading="lazy">
</div> 
<p>The research undertaken at this stage proved the validity of the Protyre values and showed the strength in the promises Protyre were making to their customers. We understood, for example, the need to maintain the brands DNA moving forwards.&nbsp;</p> 
<h2 style="font-weight: normal;">Understanding the Protyre customer &nbsp;</h2> 
<p>We know, particularly in the automotive sector that huge change is underway therefore it was crucial to ensure we understood current customer attitudes and key trends shaping this industry.&nbsp;</p> 
<p>Firstly, we undertook a round of secondary research to delve into the what, why, and how’s of the automotive sector to really understand how this brand should be shaped for the future.&nbsp;</p> 
<p>These key takeaways were consistent across the project as we developed a brand which would reflect customer attitude and opinion and help Protyre to extend their reach and brand awareness.&nbsp;</p> 
<p>Secondly, we conducted a number of qualitative focus groups with a wide range of both Protyre customers and non-customers uncovering their thoughts on brand identity, customer service and expectations for future.&nbsp;</p> 
