Today, post pandemic, retail is said to be in a state of reflection and taking stock. This ‘retail reset’, requires a blank space to rethink metrics and the value of the bricks and mortar store as a key marketing channel. Digital technology has simplified some of retails complexities, streamlining Design, Automation, Consumer Data and Media. Retail has always required a balancing act of not just the ‘what is being sold’ but ‘how the brand is relevant in the consumer's life’. (Accenture 2023)

For the last couple of years, society has emerged from being ‘cooped up at home’ and are rediscovering the value of public spaces. Mixed use has always been a way to invest in shared public spaces, with the market place at its core. While online shopping has flourished in the pandemic, giving consumers convenient and safe access to both goods and services, brick-and-mortar retail remains unmatched in “try before you buy” experiences.

Even before the pandemic, retailers have been discussing a blended "pixels and bricks" approach that leverages the strengths of physical stores. This strategy aims to create an engaging space that inspires consumers and invites them to experience the brand in person.

In this review we look at how brands are embracing the flagship model in their marketing fleets. We approach some industry opinions around social value of retail. We look at what it means to get ‘back to basics’. Understanding the user experience in store allowing brands to break from the norm and offer consumers a memorable brand experience that is fit for purpose and ultimately sustainable.

We believe, that in order for retail to be resilient and successful, it needs to charge a space with meaning. Offering consumers a tactile means to connect with the brand. Creating a place to be inspired and a place to be empowered.