4th edition
BLD Creative
“Experiences are the new currency in retail”
Pria Rajput
Repositioning + Creative Strategist
Retail Reinvented
Today’s shoppers want more than just products, they seek memories, emotions, and unique moments that add value to their lives. This shift is partly fueled by the rise of social media, where experiences can be shared and celebrated, creating a deeper sense of fulfillment. Consumers are also more mindful of how their purchases align with their personal values, opting for experiences that reflect their lifestyle or offer a sense of belonging. Brands like Lush and Patagonia tap into this trend by focusing on experiential retail that highlights sustainability and social impact, giving shoppers not just a product, but an experience they feel good about. Ultimately, it’s about the intangible seeking fulfillment that goes beyond ownership and resonates on a personal level.
PRIA:
Shoppers today seem to care less about “stuff” and more about experiences. What’s driving this shift?
DN:
Blending retail with experiences without feeling gimmicky comes down to authenticity and alignment with the brand’s core values. The key is to create experiences that feel natural and meaningful rather than forced or trendy. For instance, instead of just adding flashy elements for the sake of novelty, brands can design spaces that invite customers to engage with their products in a more personal way. Apple stores do this well by offering hands-on interactions with products in a sleek, minimalist space that feels more like a community hub than a typical retail store. By focusing on creating genuine, value-driven experiences like personalized services, workshops, or events brands can engage customers on a deeper level without it feeling like a gimmick. The experience should enhance the shopping journey, not distract from it, by being relevant and true to the brand’s identity.
PRIA:
How do you blend retail with experiences without feeling gimmicky?
DN:
To compete for Gen Z’s attention, physical spaces need to embrace the same creativity and authenticity that drives platforms like TikTok. This means designing spaces that are visually striking, shareable, and interactive. Gen Z is drawn to places that offer unique experiences and opportunities for self-expression whether it’s an Instagram-worthy design, interactive installations, or events that feel personal and inclusive. Brands like Glossier have mastered this by creating stores that feel like experiences, not just shopping destinations, with spaces that invite visitors to engage and share their moments online. The key is to create environments that not only catch their eye but also encourage them to interact and share on social media, making the space feel just as engaging as the digital world they’re so immersed in. It’s all about blending the physical with the digital in a way that feels authentic and relevant.
PRIA:
Gen Z loves TikTok, but how do physical spaces compete for their attention?
DN:
The biggest lesson in creating experiential retail is that it’s not just about the experience itself, but about how it makes people feel. Successful experiential retail taps into emotions, creating memorable moments that resonate long after the visit. It’s important to design spaces that are not only visually appealing but also engage all the senses, making customers feel connected to the brand on a deeper level. For example, Nike’s flagship stores create experiences where customers can test products, interact with the brand, and feel empowered. The key is to make the experience authentic and aligned with the brand’s values, ensuring it adds value to the customer’s life, rather than just being a novelty. When done right, experiential retail builds lasting emotional connections that go beyond just the products.
PRIA:
What’s your biggest lesson in creating experiential retail?
DN:
