Gant, Stockholm, has a 7 Rules sustainability initiative. The focus is on prolonging the lifespan of clothing through a set of guiding principles aimed at educating consumers and encouraging greater responsibility for their garments. These principles support a circular approach to fashion and include: Refresh, Repair, Relove, Rent, Regive, Remake, and Recycle.
Creating Connection in Retail
Insights
Retail spaces are undergoing a continued and noticeable transformation, becoming more relevant, connected, and engaging for today’s shoppers.
The roles of traditional flagship stores, high street shops, and local corner stores are evolving. Each location is now being designed as a meaningful touchpoint in the overall brand experience, moving beyond simply shifting large volumes of product to fostering deeper brand engagement.
Morjas, Stockholm is handmade with high quality products and timeless design. In 2023 they launched Impact, a new initiative which aims to more clearly display where and how their business influences their community and environment.
Hyperlocalisation is also gaining momentum, with brands tailoring experiences to specific cities and neighborhoods. This approach enables more curated, location-specific offerings and allows brands to better understand and respond to customer needs, fostering stronger, more authentic connections.
At the same time, there’s a growing shift away from overstimulating retail environments.
Brands are prioritising calm, clarity, and simplicity. Thoughtful use of lighting, sound, and a reduction, or even elimination, of digital screens contributes to environments where customers feel invited to linger and shop at their own pace.
Rotate, Copenhagen. Both instore and online, they craft compelling stories centered around self-expression, individuality. This storytelling approach strongly resonates with their audience, fostering brand loyalty and enhancing recognition.
A more visible and intentional shift in store design reflects brands' increasing focus on delivering value by placing wellbeing, of both people and the planet, at the core.
It's no longer just about selling; it's about bringing a brand’s values to life through the in-store experience.
In-store repair and recrafting stations, staffed by skilled craftspeople, are becoming more common. These features not only highlight craftsmanship and circularity but also become central design elements that reinforce brand values and priorities.
At Dover Street Market, unconventional objects and structures are salvaged and creatively repurposed to form unique display areas, a hallmark of their store design worldwide.
Using low-impact, sustainable materials, minimal spatial interventions, and sourcing locally all contribute to a store design that echoes the brand's ethos and commitment to sustainability.
Despite the growth of digital retail, physical stores remain essential. They offer a sense of place, depth, and tangible connection—providing a physical embodiment of the brand that cannot be replicated online.