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Culture

Retailers Preparing for Imminent Hyper Experiential Renaissance

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Retail is on the precipice of a renaissance, which will be characterized by great advancement and economic rebirth.

To get there, businesses need to start by acknowledging that no matter where they operate in the world there is a pressing need to exercise commercial discipline. And a recognition that the metrics of yesterday’s retail will not fuel the growth of tomorrow. However, this non-negotiable commercial pragmatism must be balanced with an appreciation that while exciting technology innovation still dominates C-suite and elevator conversations, the next big evolution is an imminent renaissance of hyper-experiential retail.

The Commerce Department in the US announced that consumer spending rose in February by its biggest margin in a year, while in the UK inflation was at its lowest level in two years as retailers compete for customers, here in Canada RBC reports that “consumer spending data marked a stronger start to Q2 than we expected. But one month does not make a trend. We are cautiously optimistic that consumer activity will improve this year- as adjustment to higher rates hits households less hard in 2024.”. However, whether conditions are favorable or challenging, brands simply must perform, and perform well, in an environment where there are more competitors than ever before. 

Beyond this, consumers can easily be described as fickle

For example, if they are not happy with one experience they’ll move on and there are dozens, hundreds, and if we think globally, thousands of other brands waiting in line to capitalize on their spend. While many consumers are traveling far and wide to experience the best from all around the world, TV and content across platforms is resetting what consumers want, need, and expect from brands by exposing them to new lifestyles and ways of living.

An example of how this brand we all know is re-inventing how customers experience their products…..museum exhibition style!

Retail dominated at CES earlier this year, and almost all conversations revolved around artificial intelligence (AI) technology to drive seamless and frictionless retail, personalization, and much more. Technology is enabling user experience that wouldn’t have been imagined a decade ago. However, rather than being seen as an end, technology should be understood as the means for giving consumers what they want.  

The NRF’s Retail’s Big Show this year showcased the best of technology, yet some key themes to emerge were that customer interaction in-store is as imperative as the transaction and that Generation Alpha, while not yet capable of earning money, has immense influence on their parents who do. While these true digital natives are technologically adept, they value in-store and physical experiences. Do not for a second underestimate their influence on their parents.

Gen Z, the first generation to have had a smartphone their entire lives, are also known to be digitally savvy.

While generalizations across entire generations are never helpful, it is widely agreed that this cohort researches brands and products online but – and here’s a surprise to those focusing only on technology – according to global management consulting firm Kearney, 81% of Gen Z prefers to shop in stores, while more than half of them do so because they say it helps them disconnect from the digital world. 

All the signs are there for retailers willing to see them. Our two youngest generations are telling us what they want. What does this look like in practice? Amazon launched its Just Walk Out technology a mere six years ago, accompanied by hyper-advanced ceiling-mounted cameras, shelf sensors and algorithms. Amazon has announced it is removing the technology because it alienated shoppers who felt that a trip to the grocery store felt like they were stepping into a high-tech vending machine. This speaks directly to what consumers want from an in-store experience.

Retail’s next big opportunity is hyper-experiential retail, and we are at the precipice of this explosion of customer experience driving consumer choice and loyalty because of a confluence of a few big forces at play.  

Shifting of the tectonic plates

The first is technology, which is enabling innovative and effective experiential retail. Another is that as the pandemic fades into memory, people want to be out, they want to spend moments with other people outside of their homes. According to insights from Canvas8 looking into what they call experience hunters, 58% of consumers believe that immersive experiences will influence their next purchase. In other words, six out of ten people place a high value on how retail makes them feel.

Artificial Intelligence will be used to supplement customers shopping experiences.

The third is that there is no longer a clear line between where retail starts and where it ends. Almost everything is a retail experience now, no matter if you’re at an airport, a fuel station, or commuting – retail is everywhere, meaning there are hundreds of different competition points for retailers across millions of different journeys. The last big force is that e-commerce has slipped into a holding pattern. Effective, efficient, and convenient, but boring and predictable. Influencers have taken over product choice even leading the conversations on behalf of brands. But consumers want more fun, they are seeking discovery – the magic of retail past.

This all has very real permutations for brands that have built their market presence on legacy retail experiences. They need to innovate quickly to keep up with pioneers who will keep raising the bar of experiential shopping. In addition to this they will be competing directly with startup brands and businesses that were direct-to-consumer, but are moving into the realm of retail experience without the baggage of the past. This area alone will likely see exponential growth in the next few years. 

From purpose to experience

Defining brand purpose has been front and center for a number of years, which is right because purpose is foundational. However, purpose doesn’t tell you everything about how a customer will experience a brand. In light of this, brands will be challenged to define how their brand is experienced across all dimensions. In other words, not just their voice, not just the words that they’re using or their personality and identity, but how they’re physically coming to life, how they’re meeting customers at the important moments across the retail journey and creating value, intrigue, excitement, attraction, and desire. 

This type of discovery is crucial for brands to drive longer-term loyalty in a hyper-competitive landscape. It starts with dimensionalizing the brand, in other words thinking about how it should look, feel, sound, smell, and taste – this is the cornerstone of an experience vision. Once a brand has done this it needs to be precise in how it chooses the moments where it wants to explode into life for consumers. Much of this precision will come from a deep understanding of consumer insights and experience barriers and how to overcome them, but also from creativity, imagination and innovation – a true path to differentiation.

Agencies and consultants need to help retailers by mapping out a diagnostic journey of consumers. This enables brands to understand a consumer’s entire journey, not just within an experience, but within the moments and choices leading up to an experience. How do they make choices, what drives them, what motivates them, what distracts or pushes them away from brands? When do they make these choices? 

The best technology can aggregate multiple data sources to help diagnose brand issues as well as predict where and why brands are losing consumers along their journeys. It is important for retailers to find answers about where they are not maximizing consumer desire in key moments. However, landing on the right answers requires asking the right questions.

The seeds to these questions were planted at CES earlier this year, when some of the biggest retailers and tech giants in the world made it abundantly clear that their vision of sustainable, long-term growth lay in marrying technology with humanity, signaling a return to appreciating the value of humans and how we feel. We all know what experiential retail is, and the world is awash with various case studies of highly successful campaigns. Expect this to turn up a notch to become hyper-experiential. Especially that according to Canvas8, quoting Unibail-Rodamco-Westfield, 8 in 10 people globally are willing to pay more for elevated shopping experiences. 

Genuine human connection and personal interactions are going to drive retail growth, innovation, and brand loyalty this year and beyond. Brands need a plan to thrive in this renaissance of hyper-experiential retail. The rules of the past aren’t going to work in the new era of modern retailing where consumers are telling us what they want, we just need to listen, see around the corner and bravely walk through the door. For the Silo, Rhonda Hiatt

Rhonda is the global CEO at Clear, part of M&C Saatchi. Featured image: Galleria Vittorio Emanuele in Milan Italy- using historic storefronts and buildings in newly realized enclosed mall retail spaces.

Art

In The Studio With Conceptual Artist Margaret Innerhofer

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A behind the scene look of the conceptual artist’s solo show SHADOWLAND
It is the first Saturday of Upstate Art Weekend and I am standing in a chemistry classroom of a former public school looking at inverted works, listening to Gregorian chants meets Jimmy Hendrix inspired music, and feeling that I am falling into a trance. In reality, I am meeting the artist Margaret Innerhofer for the first time at her solo show SHADOWLAND, at Ethan Cohen Gallery at The Kube Art Center in Beacon, NY. The renowned gallery describes her exhibition as:
“Photo-based prints and framed canvases that explore the transitional spaces between spiritual and psychological borderlands. Each of the large-scale meditative compositions printed in color has a jarring and surreal black and white reflection that invites the viewer into an alternate psychological and temporal dimension.”
So, what is behind these works laden with heavy and deep symbolism of awake versus sleep? I sat down with the elegant and stylish Margaret to understand how a dreamy child from the Tyrolean mountains became a philosophical artist in Beacon, NY. It turns out that we are all in a trance.
SHADOWLAND at Ethan Cohen Gallery at The Kube Art Center in Beacon
Let’s begin with your upbringing. Where were you born and raised? 
I was born, and raised in the Tyrolean Alps, Italy, immersed in the idyllic beauty of its nature and harmonious sounds. My childhood was filled with long mountain climbs, horseback riding, yodeling, playing the guitar and drums, and singing Gregorian chants in a strict convent boarding school.  I found fascination in Western movies and the Apache Indian lifestyle, particularly their deep connection with nature and the imagery of wild horses roaming freely in vast deserts, accompanied by their rhythmic chants and drum circles.
These early experiences forged a profound bond with the natural world, which continues to be a driving force behind my visual and sonic artistic expression.
SHADOWLAND at Ethan Cohen Gallery at The Kube Art Center in Beacon
What was your first introduction to art, and how did you start evolving as an artist?
During my Architectural and Fine Art studies, I relocated to Milan, a city that would leave a lasting impact on my artistic path. Dating an artist during that time exposed me to a bohemian lifestyle and immersed me in Milan’s dynamic art, architecture, and design scene. The conceptual and minimalist concepts of the Arte Povera Movement captivated me, drawing me deeper into the contemporary art world.
Socially engaging with fellow artists and actively attending art shows in galleries and museums across Italy and Europe, I was inspired by the diverse expressions of creativity. My early fascination with photography, particularly the works of conceptual artists from the Dada and Surrealist Movements, like Man Ray and Andre Breton, further fueled my artistic interests.
This multifaceted exposure played a pivotal role in shaping me as an artist. It broadened my horizons, offered fresh perspectives, and allowed me to find my own artistic voice.
DECONSTR-ACTIVIST II, 2023
You now have a solo show called SHADOWLAND at Ethan Cohen Gallery at The Kube Art Center in Beacon, NY. What is the main inspiration for the three different series: Sandmen, Heavy Metal, and Deconstr-Activist? 
In my latest exhibition, I delve into the intricate realms of the subconscious, guided by profound philosophical and scientific readings. Carl Jung’s exploration of collective consciousness has deeply fascinated me, leading me to explore how our subconscious influences our waking decisions and movements.
Through my artwork, I seek to unravel the enigma of our subconscious control, drawing inspiration from scientific research, which reveals that a significant 80% of human behavior is governed by our subconscious, heavily influenced by experiences from our formative years, particularly ages 0 to 10. This revelation sheds light on why logical arguments may often be overshadowed by emotional reactions rooted in the gut.
Another crucial thread in my exhibition revolves around the environment. I have been an environmental activist well before it became a trend, and I’ve actively co-produced environmental films and fought against practices like fracking. In SHADOWLAND, the subjects in my works interact with nature, and, in many instances, nature appears to reclaim them. This theme highlights the fragile bond between humanity and the natural world, provoking contemplation on our relationship with the environment.
Is it this exploration into the subconscious why the artworks are designed to be inverted? That they can be hung in either vertical orientation?
As I present my art to viewers, I give them the unique opportunity to evoke different visual and emotional responses by allowing them to choose how to hang each piece. They can opt for the color side up, revealing a figurative and realistic view of the artwork. Alternatively, they can explore the more conceptual, surreal, abstract, and volumetric perspective of the black-and-white ‘Shadow image’ when it faces upward.
What’s intriguing is that showing the ‘Shadow image’ facing up, actually, represents a more realistic worldview, one that most people might be unaware of. It’s a perspective that delves into the subconscious, which I believe rules humanity and ‘runs the show.’ It’s a fascinating paradox: while the color side portrays the conscious perception of the world—what’s readily visible—the ‘Shadow image’ uncovers the hidden depths and complexities that shape our lives.
By offering this choice of orientation, I invite viewers to question their own understanding of reality and delve into the intricacies of their subconscious minds. This art goes beyond mere aesthetics; it prompts introspection and contemplation, creating a multi-layered experience that challenges us to consider the complexities of human perception.
DECONSTR – ACTIVIST III, 2023Signature on the back. Archival Pigment Print on Hahnemühle Cotton Canvas,109.2 x 109.2 cm, 43 x 43 in, Edition of 3
Looking specifically at the three different subjects, can you first tell us more about Deconstr-Activist?
My Deconstr-Activist series draws inspiration from the ‘Deconstructivism’ architectural movement, challenging the rationality of modernism and embracing and revealing chaos and complexity. I delve into the intriguing world of shadows, volumes, negative versus positive space, and the interplay between light and darkness. This exploration stems from my background in architecture, which ignited my fascination with these artistic elements.
Throughout the series, I endeavor to capture neglected structures that are gradually being reclaimed by nature. By doing so, I aim to shed light on the physical structures we create to accommodate our fragmented psyches. The juxtaposition of abandoned structures being overtaken by nature serves as a compelling visual metaphor for the inherent fragility and impermanence of human constructs.
HEAVY METAL – VOLKS WAGEN, 2023Signature on the back. Archival Pigment Print on Hahnemühle Cotton Canvas,109.2 x 109.2 cm, 43 x 43 in, Edition of 3
What about Heavy Metal?
In my “Heavy Metal” series, the transition from the pristine mountain range to the Hudson Valley exposed me to a striking contrast—defunct cars replacing the beauty of flowers in many backyards. This encounter sparked an obsession, leading me to spend years capturing these scenes with vintage analog Leica cameras, which I acquired from flea markets, embracing the slight imperfections in their lenses as a welcomed artistic element.
In this body of work, I explore my fascination with American vintage cars left abandoned and outdated, captured within the passage of time and the encroachment of nature. Each photograph alludes to the poignant collision between the past and the future, symbolizing our own embodiment within these vehicles that are increasingly outdated, yet perpetually trapped in the present.
In “Heavy Metal,” I seek to evoke a sense of nostalgia while urging reflection on the transient nature of our material possessions and the fleeting nature of human creations. The juxtaposition of these forgotten vehicles with the ever-encroaching embrace of nature serves as a poignant reminder of the impermanence of all things, urging us to ponder our place in the grand tapestry of time and the inescapable passage into the unknown future.
SANDMEN III, 2023Signature on the back. Archival Pigment Print on Hahnemühle Cotton Canvas,152.4 x 152.4 cm, 60 x 60 in, Edition of 3
And finally, what can you tell us about Sandmen? 
Within each frame, beachgoers blissfully inhabit the horizon, seemingly unaware of their inverted doppelgängers lurking just below the surface. This juxtaposition of colors and reflections becomes a visual metaphor for the duality of human existence—the conscious experience of the moment above the surface and the hidden depths of the subconscious below.
Drawing inspiration from Carl Jung’s concept of the Shadow persona and Quantum Physics, I explore how these profound elements influence human actions and behaviors. The dreamy beachscapes serve as a canvas for contemplating the interplay between our conscious and unconscious selves, the tangible and the intangible aspects of our existence.
In this series, I invite viewers to immerse themselves in the enigmatic world of “Sandmen,” where time seems to stand still, and the boundaries between reality and imagination blur. The photographs become a gateway to introspection, inviting you to reflect on the transient nature of human experiences and the profound complexities that shape our perceptions and actions.
What is your favorite piece in the show and why? 
As an artist, it’s challenging for me to pick a favorite, each image represents a moment of inspiration, creativity, and a reflection of my inner world. Each image carries a distinct essence, resonating with different viewers in various ways. 
Together with the sound piece ‘Shadowland’ that I have composed, performed, and recorded specifically for this show, the fusion and synergy between my visual art and sound adds a multi-dimensional layer to the overall experience. 
The fusion of visual and auditory expressions allows each piece to resonate on a deeper level, connecting with viewers in unique and profound ways.
SANDMEN II, 2023On the back. Archival Pigment Print on Hahnemühle Cotton Canvas,152.4 x 152.4 cm, 60 x 60 in, Edition of 3
What is next on the horizon? 
A beach vacation in Italy, is on the immediate horizon! 
Sci-Tech

Digital Habits Is Innovation Platform Founded In Milan Italy

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Digital Habits is an extension of the international design studio Habits.

Founded in Milan in 2012, it specializes in connected objects. For example, a few years ago during the 2017 edition of the Superdesign Show by Superstudio, Digital Habits examined in depth the relationship between the user, the context and controls of electronic products.
Since then, they haven’t looked back and their new prototypes go beyond the natural interfaces designed by others in the past. In fact, present multisensory systems now connect gestures, space, attention and feedbacks.

The presented products are control devices designed around humans, their anthropometry, their spaces and their best perceiving or moving abilities; they are not based on technical elements such as the size of the display, the currently available sensors or computational capability. Where need be they engineer and manufacture what does not already exist.

This is cutting edge stuff. 

These devices express a new design Humanism where the user has a central role prevailing to the underlying technology sophistication. This is a different approach from the usual ‘technological one’ where the tendency to standardize components brings also the standardization of user experiences.

Instead, Digital Habits has presented three new projects that have colour as a common thread linking the user experience, the object and the environment:


OSOUND XL: a new Air Gesture Control Bluetooth Loudspeaker, covered by colourful fabrics; Its wide size qualifies OSOUND XL as piece of smart furniture rather than just a well-designed electronic device.


COLOR SWING: an ambient light detection system of the color information of an object surface which is returned as a light feedback to the environment XVOID: a new generation of air gesture interfaces, to control light/colour intensity; for the exhibited project, the presented case is the control of white and coloured light.
Digital Habits has already won several international awards (RedDot Design, Core 77, Expo Award) and received a vast press coverage (selected by CNN as best 10 Technology objects for your home, presented on TED Talks ideas worth spreading, The Telegraph, Mashable, Gizmag, etc.). Digital habits products are available in most exclusive retailers. For the Silo, Jarrod Barker.