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Brief Published: 17 Feb 2016

VIDEO: Active Flagships

Our latest report, Active Flagships, reviews key shifts in the evolution of flagship store design, returning to an analysis of the role of the physical brand space in the digital era.

While great flagships have long been temples to brand culture, the booming consumer appetite for experiences demands a new emphasis on active participation, advice and heart-of-the-action happenings. The looming spectre of consumers reaching 'peak stuff' – product saturation, triggering a slowdown in sales across the board – is another critical factor confronted in this report.

We review a series of case studies that exemplify a shrewd recalibration of strategy from selling product, to offering services, guidance and the promise of greater competence – a topic we’ll be returning to in our upcoming Macro Trend, The Business of Wellbeing (publishing April 2016). Evolved edutainment, co-creation and extreme testing constitute some of the other prevalent tactical themes.