of the United Kingdom’s capitol city.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Future Stores, a pioneering concept in immersive retail media, opened its flagship location on one of London’s most iconic shopping streets last month. As a store, it is notable for its heavy digital focus. As an experience, it certainly is novel.
This new global venture aims to redefine the physical store by merging media, retail, and digital performance marketing into a single, dynamic space, achieved by 400 square meters of LED screens that cover the walls and ceilings.
The new store, located at 95 Oxford Street, occupies a 435-square-meter space, spanning an entire city block. Its launch showcases a bold integration of various facets of modern retail, underscoring a shift towards experiential and media-driven in-store environments.
Main Street Goes Matrix
The store’s advanced technologies enable brands to use the space as a hybrid retail media platform that can monitor customer behavior dynamically and adapt strategies in real time, enhancing the potential for compelling engagements that resonate with shoppers. Thus, the physical store becomes an immersive and to-the-minute adaptive digital canvas akin to the dynamism of social media platforms.
This approach provides an alternative to the heavily product-oriented merchandising of traditional retail spaces, leaving behind some analog charm to transform Main Street shopping into a more flexible, engaging, targeted customer journey.
The arrival of Future Stores is part of a broader transformation of London’s renowned retail destination. Oxford Street has long been a cornerstone of the city’s Main Street shopping scene, and recent efforts to revitalise the area have included pedestrianisation plans to enhance accessibility and appeal to tourists and locals. Future Stores’ opening adds momentum to this revitalisation, signalling a new era of innovation for one of the world's most famous shopping streets.
Future Stores’ business model integrates elements that traditionally operate separately in retail – media, experiential marketing, and sales. By doing so, it offers brands the ability to capture consumer interest, engage them through immersive experiences, and convert interest into purchases all within one space.
Intel Inside, Outside, Everywhere
It was fitting then that tech behemoth Intel has been the first brand to occupy the space to bring its latest innovations in processing speeds and artificial intelligence (AI) advances, such as its Neural Processing Unit (NPU) – an AI accelerator integrated into Intel Core Ultra processors – to a consumer audience. Showcasing its AI Experience in Future Stores, the chipmaker has tried to capture consumer imaginations in a category that doesn’t easily lend itself to a shopping experience that requires you to touch and feel the product. Even Apple’s temples to tech are sparse, white minimalist boxes offering little visual stimulation beyond showcasing their expensive hardware devices.
Intel opted not to make its Future Stores AI Experience a transactional one, but prominently offered discounts to buy its products at a nearby store. Display laptop screens directed shoppers wanting to convert their newfound knowledge about the power of Intel’s latest AI developments into a purchase could head across the to Currys and cash in a 10% discount on eligible devices. For those simply wanting to experience its power, Intel gave over half of the store to a state-of-the-art gaming suite.
Engin Celikbas, Managing Director of Future Stores, highlighted the store’s potential to reshape how brands interact with consumers, emphasising the unique opportunities the space provides for innovative campaigns. The concept is well-suited to brands looking to create memorable, interactive experiences that stand out in the competitive retail landscape. As more brands seek out opportunities to make an impact in competitive retail environments, Future Stores is hoping to position itself as a key player in shaping the industry's future.
The New Window Shopping
The Future Stores’ launch also represents a significant milestone in the evolution of retail media: it is a first leap toward providing brands with a physical platform that keeps pace with changing consumer expectations. As the retail landscape continues to evolve, Future Stores is well-positioned to offer a unique and engaging experience that brings new energy to a traditional shopping destination.
This flattening of the marketing funnel is a strategic move toward a more story-oriented retail landscape, consolidating engagement, experience delivery, and sales conversion in a singular location.
______________________________________________________________________________
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Future Stores, a pioneering concept in immersive retail media, opened its flagship location on one of London’s most iconic shopping streets last month. As a store, it is notable for its heavy digital focus. As an experience, it certainly is novel.
This new global venture aims to redefine the physical store by merging media, retail, and digital performance marketing into a single, dynamic space, achieved by 400 square meters of LED screens that cover the walls and ceilings.
The new store, located at 95 Oxford Street, occupies a 435-square-meter space, spanning an entire city block. Its launch showcases a bold integration of various facets of modern retail, underscoring a shift towards experiential and media-driven in-store environments.
Main Street Goes Matrix
The store’s advanced technologies enable brands to use the space as a hybrid retail media platform that can monitor customer behavior dynamically and adapt strategies in real time, enhancing the potential for compelling engagements that resonate with shoppers. Thus, the physical store becomes an immersive and to-the-minute adaptive digital canvas akin to the dynamism of social media platforms.
This approach provides an alternative to the heavily product-oriented merchandising of traditional retail spaces, leaving behind some analog charm to transform Main Street shopping into a more flexible, engaging, targeted customer journey.
The arrival of Future Stores is part of a broader transformation of London’s renowned retail destination. Oxford Street has long been a cornerstone of the city’s Main Street shopping scene, and recent efforts to revitalise the area have included pedestrianisation plans to enhance accessibility and appeal to tourists and locals. Future Stores’ opening adds momentum to this revitalisation, signalling a new era of innovation for one of the world's most famous shopping streets.
Future Stores’ business model integrates elements that traditionally operate separately in retail – media, experiential marketing, and sales. By doing so, it offers brands the ability to capture consumer interest, engage them through immersive experiences, and convert interest into purchases all within one space.
Intel Inside, Outside, Everywhere
It was fitting then that tech behemoth Intel has been the first brand to occupy the space to bring its latest innovations in processing speeds and artificial intelligence (AI) advances, such as its Neural Processing Unit (NPU) – an AI accelerator integrated into Intel Core Ultra processors – to a consumer audience. Showcasing its AI Experience in Future Stores, the chipmaker has tried to capture consumer imaginations in a category that doesn’t easily lend itself to a shopping experience that requires you to touch and feel the product. Even Apple’s temples to tech are sparse, white minimalist boxes offering little visual stimulation beyond showcasing their expensive hardware devices.
Intel opted not to make its Future Stores AI Experience a transactional one, but prominently offered discounts to buy its products at a nearby store. Display laptop screens directed shoppers wanting to convert their newfound knowledge about the power of Intel’s latest AI developments into a purchase could head across the to Currys and cash in a 10% discount on eligible devices. For those simply wanting to experience its power, Intel gave over half of the store to a state-of-the-art gaming suite.
Engin Celikbas, Managing Director of Future Stores, highlighted the store’s potential to reshape how brands interact with consumers, emphasising the unique opportunities the space provides for innovative campaigns. The concept is well-suited to brands looking to create memorable, interactive experiences that stand out in the competitive retail landscape. As more brands seek out opportunities to make an impact in competitive retail environments, Future Stores is hoping to position itself as a key player in shaping the industry's future.
The New Window Shopping
The Future Stores’ launch also represents a significant milestone in the evolution of retail media: it is a first leap toward providing brands with a physical platform that keeps pace with changing consumer expectations. As the retail landscape continues to evolve, Future Stores is well-positioned to offer a unique and engaging experience that brings new energy to a traditional shopping destination.
This flattening of the marketing funnel is a strategic move toward a more story-oriented retail landscape, consolidating engagement, experience delivery, and sales conversion in a singular location.
______________________________________________________________________________
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Future Stores, a pioneering concept in immersive retail media, opened its flagship location on one of London’s most iconic shopping streets last month. As a store, it is notable for its heavy digital focus. As an experience, it certainly is novel.
This new global venture aims to redefine the physical store by merging media, retail, and digital performance marketing into a single, dynamic space, achieved by 400 square meters of LED screens that cover the walls and ceilings.
The new store, located at 95 Oxford Street, occupies a 435-square-meter space, spanning an entire city block. Its launch showcases a bold integration of various facets of modern retail, underscoring a shift towards experiential and media-driven in-store environments.
Main Street Goes Matrix
The store’s advanced technologies enable brands to use the space as a hybrid retail media platform that can monitor customer behavior dynamically and adapt strategies in real time, enhancing the potential for compelling engagements that resonate with shoppers. Thus, the physical store becomes an immersive and to-the-minute adaptive digital canvas akin to the dynamism of social media platforms.
This approach provides an alternative to the heavily product-oriented merchandising of traditional retail spaces, leaving behind some analog charm to transform Main Street shopping into a more flexible, engaging, targeted customer journey.
The arrival of Future Stores is part of a broader transformation of London’s renowned retail destination. Oxford Street has long been a cornerstone of the city’s Main Street shopping scene, and recent efforts to revitalise the area have included pedestrianisation plans to enhance accessibility and appeal to tourists and locals. Future Stores’ opening adds momentum to this revitalisation, signalling a new era of innovation for one of the world's most famous shopping streets.
Future Stores’ business model integrates elements that traditionally operate separately in retail – media, experiential marketing, and sales. By doing so, it offers brands the ability to capture consumer interest, engage them through immersive experiences, and convert interest into purchases all within one space.
Intel Inside, Outside, Everywhere
It was fitting then that tech behemoth Intel has been the first brand to occupy the space to bring its latest innovations in processing speeds and artificial intelligence (AI) advances, such as its Neural Processing Unit (NPU) – an AI accelerator integrated into Intel Core Ultra processors – to a consumer audience. Showcasing its AI Experience in Future Stores, the chipmaker has tried to capture consumer imaginations in a category that doesn’t easily lend itself to a shopping experience that requires you to touch and feel the product. Even Apple’s temples to tech are sparse, white minimalist boxes offering little visual stimulation beyond showcasing their expensive hardware devices.
Intel opted not to make its Future Stores AI Experience a transactional one, but prominently offered discounts to buy its products at a nearby store. Display laptop screens directed shoppers wanting to convert their newfound knowledge about the power of Intel’s latest AI developments into a purchase could head across the to Currys and cash in a 10% discount on eligible devices. For those simply wanting to experience its power, Intel gave over half of the store to a state-of-the-art gaming suite.
Engin Celikbas, Managing Director of Future Stores, highlighted the store’s potential to reshape how brands interact with consumers, emphasising the unique opportunities the space provides for innovative campaigns. The concept is well-suited to brands looking to create memorable, interactive experiences that stand out in the competitive retail landscape. As more brands seek out opportunities to make an impact in competitive retail environments, Future Stores is hoping to position itself as a key player in shaping the industry's future.
The New Window Shopping
The Future Stores’ launch also represents a significant milestone in the evolution of retail media: it is a first leap toward providing brands with a physical platform that keeps pace with changing consumer expectations. As the retail landscape continues to evolve, Future Stores is well-positioned to offer a unique and engaging experience that brings new energy to a traditional shopping destination.
This flattening of the marketing funnel is a strategic move toward a more story-oriented retail landscape, consolidating engagement, experience delivery, and sales conversion in a singular location.
______________________________________________________________________________
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Future Stores, a pioneering concept in immersive retail media, opened its flagship location on one of London’s most iconic shopping streets last month. As a store, it is notable for its heavy digital focus. As an experience, it certainly is novel.
This new global venture aims to redefine the physical store by merging media, retail, and digital performance marketing into a single, dynamic space, achieved by 400 square meters of LED screens that cover the walls and ceilings.
The new store, located at 95 Oxford Street, occupies a 435-square-meter space, spanning an entire city block. Its launch showcases a bold integration of various facets of modern retail, underscoring a shift towards experiential and media-driven in-store environments.
Main Street Goes Matrix
The store’s advanced technologies enable brands to use the space as a hybrid retail media platform that can monitor customer behavior dynamically and adapt strategies in real time, enhancing the potential for compelling engagements that resonate with shoppers. Thus, the physical store becomes an immersive and to-the-minute adaptive digital canvas akin to the dynamism of social media platforms.
This approach provides an alternative to the heavily product-oriented merchandising of traditional retail spaces, leaving behind some analog charm to transform Main Street shopping into a more flexible, engaging, targeted customer journey.
The arrival of Future Stores is part of a broader transformation of London’s renowned retail destination. Oxford Street has long been a cornerstone of the city’s Main Street shopping scene, and recent efforts to revitalise the area have included pedestrianisation plans to enhance accessibility and appeal to tourists and locals. Future Stores’ opening adds momentum to this revitalisation, signalling a new era of innovation for one of the world's most famous shopping streets.
Future Stores’ business model integrates elements that traditionally operate separately in retail – media, experiential marketing, and sales. By doing so, it offers brands the ability to capture consumer interest, engage them through immersive experiences, and convert interest into purchases all within one space.
Intel Inside, Outside, Everywhere
It was fitting then that tech behemoth Intel has been the first brand to occupy the space to bring its latest innovations in processing speeds and artificial intelligence (AI) advances, such as its Neural Processing Unit (NPU) – an AI accelerator integrated into Intel Core Ultra processors – to a consumer audience. Showcasing its AI Experience in Future Stores, the chipmaker has tried to capture consumer imaginations in a category that doesn’t easily lend itself to a shopping experience that requires you to touch and feel the product. Even Apple’s temples to tech are sparse, white minimalist boxes offering little visual stimulation beyond showcasing their expensive hardware devices.
Intel opted not to make its Future Stores AI Experience a transactional one, but prominently offered discounts to buy its products at a nearby store. Display laptop screens directed shoppers wanting to convert their newfound knowledge about the power of Intel’s latest AI developments into a purchase could head across the to Currys and cash in a 10% discount on eligible devices. For those simply wanting to experience its power, Intel gave over half of the store to a state-of-the-art gaming suite.
Engin Celikbas, Managing Director of Future Stores, highlighted the store’s potential to reshape how brands interact with consumers, emphasising the unique opportunities the space provides for innovative campaigns. The concept is well-suited to brands looking to create memorable, interactive experiences that stand out in the competitive retail landscape. As more brands seek out opportunities to make an impact in competitive retail environments, Future Stores is hoping to position itself as a key player in shaping the industry's future.
The New Window Shopping
The Future Stores’ launch also represents a significant milestone in the evolution of retail media: it is a first leap toward providing brands with a physical platform that keeps pace with changing consumer expectations. As the retail landscape continues to evolve, Future Stores is well-positioned to offer a unique and engaging experience that brings new energy to a traditional shopping destination.
This flattening of the marketing funnel is a strategic move toward a more story-oriented retail landscape, consolidating engagement, experience delivery, and sales conversion in a singular location.
______________________________________________________________________________
Miya Knights has over 25 years of experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Network, and the KPMG Retail Think Tank.
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