Placemaking is about giving a space meaning (not just function), creating an experience that adds value beyond commerce.
Good retail empowers and inspires customers but great retail is deeply rooted with meaning and generates a sense of belonging.
In order for retail to build a sense of place, it is said to have three components: ‘a solution, a meaning, and the subconscious reaction that makes us decide whether we want to be there or not.’ (Kelley, K 2024)
While retail, both IRL & online, has mostly targeted convenience, it is meaning, beauty and novelty that will make it memorable and keep customers coming back.
‘Experiences that are the most distinctive, the most emotionally arousing and the most linked to our survival… stay with people more readily.’
Ranganath, 2024 ‘Why we remember’.
“We believe the physical stores that define the future will infuse their product offerings with other equally important features, such as meaning, entertainment, socialising, adventuring, discovery, leisure, and belonging.”
Kevin Kelley Author of Irreplaceable
Rediscovering the Joy of Shopping
Placemaking as an approach can help do just that - baking in a solution, a meaning and a subconscious reaction at every stage of the customer journey.
It is about rediscovering the joy of shopping, creating meaningful spaces and experiences that not only introduces new products through intelligent and playful merchandising, but also builds overall brand trust and loyalty.
We believe that bricks and mortar will remain a key channel in retail.