In an experience economy, memories are valuable commodities.
As consumers move away from possessions in favour of experiences,
more brands are rethinking their offer.
In a world where everything is available at the click of a button, people are looking for more than just a product when they shop. They want to be entertained, inspired, and engaged.
This is where Blended Hospitality comes in. This concept combines the best of retail and hospitality to create a unique and memorable experience for consumers. It’s about creating an environment where people can come to learn, explore, and connect with brands. Equally, brands get to connect with their customers on a personal level via shared values and build a community around their brand. These executions can be anything from pop-up shops to virtual reality experiences. The goal is to create something that will capture the attention of consumers and leave them with a lasting impression.
Here are a few examples of brands that are successfully blending retail and hospitality:
The Prada Café in Harrods is an example of luxurious craftsmanship, Italian design, and meticulous attention to detail. The space is an ode to the brand’s heritage, as visually it’s very similar to the Marchesi Cafe in Milan, an 18th-century patisserie also owned by the Prada group where fashion girls would meet for expensive cappuccinos and Chantilly cakes during fashion week.
Designed to serve as a playground for guests, Samsung’s KX Flagship in Coal Drops, deliver the ultimate immersive brand experience. True to their brand mission “create … a better global society”, this inspiration hub which fuses together community and one-of-a-kind innovations is a place where people are invited to discover, interact with and learn new skills in a dynamic environment through a range of workshops and events.
Dedicated to digital and technological innovation, Spazio Lenovo offers a unique cultural and social experience that is designed to appeal to conscious consumers.
The space is made from sustainable materials, and it offers a variety of amenities that are designed to make it a comfortable and productive place to work, dine or play.
Through the aforementioned examples, Prada, Samsung and Lenovo offer immersive experiences that their customers can’t find anywhere else. They have established a personal connection via shared values: luxury, innovation, and sustainability… and created a loyal community around their brand.
The success of these concepts shows that retail blended hospitality is a powerful way to connect with consumers and create lasting memories. And as consumers continue to demand more from brands, retail blended hospitality will become an essential part of the retail landscape.
