Using in-context inspiration and a more immersive approach to retailing to drive sales, shrewd furniture retailers are transcending the traditional room-set experience by turning their showrooms into ‘apartment stores’. This new wave of home boutiques – which trade on earlier projects such as Droog’s Try-Before-You-Buy Apartment – taps the increasing consumer appetite for Contextual Commerce and intimacy.
- Model House: US luxury furniture retailer Restoration Hardware has opened a 40,000 sq ft venue in Jacksonville, Florida (June 2016), displaying products in a purpose-built ‘model’ house. Every part is decorated as if within an actual home, meaning visitors have to purchase product online – avoiding high visual merchandising maintenance. A rooftop garden and bar presents a place for customers to kick back and celebrate successful shopping missions.
- Old Meets New: French brand Red Edition has opened a new appointment-only showroom apartment in the Marais district in the heart of Paris. To access the three-bedroom, 1,300 sq ft Parisian apartment, visitors have to climb a narrow staircase – emphasising the sense of exclusivity. At the top, they’ll discover the brand’s latest collections alongside curated vintage finds. All items are purchasable on-site.