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Brief Published: 14 Sep 2015

Form + Matter: Updating the Shop-in-Shop

Form+ Matters mobile store in store

Californian skincare brand Form + Matter’s in-house design studio Objeckt Creative has designed a mobile testing lab for the brand’s line of natural skincare products, conceived as a flexible, more engaging version of conventional shop-in-shop experiences.  

Currently housed in Californian lifestyle concept store SocialStudies, the mobile apothecary aims to bring consumers closer to the creation process. The standalone display unit holds the full range of products, and also includes a testing-ready sink (filtered water is stored with purifying charcoal sticks in a suspended glass vessel) and hand towel storage.

The versatile wooden structure can be assembled on-site and easily moved. This means it’s primed for the rising trend for more flexible physical store experiences, which are becoming increasingly necessary as flagships expand into more multipurpose destinations. For more on this topic, see Omni In-Shop Hotspots, The Makeshift Mentality, The Evolution of the Retail Flagship, and Beta Brandscapes in our Get Real Macro Trend, publishing on September 18.

For more on small-scale but high-value retail solutions, see Shaded: Digi Mall Kiosks for Millennials and Pop-Ups Evolve: Cultural Collisions. See also Nomadic Retail, part of our Future of the Store Industry Trend.

For the latest innovations in the beauty sector at large, see Bespoke Beauty: New Retail Strategies and our Industry Trend Rethinking Beauty