Traditional retail faces challenges from changing consumer behaviour, urbanisation and digitalisation — including the increasingly important subject of eCommerce. But where uncertainty reigns, there is also scope for new ideas. One of these is the holistic approach of Shared Spaces.
Shared Spaces is the innovative merging of different retail sectors — both in terms of their location and service.
Kemmler & Kemmler believes that the future of retail resides in a more collaborative, modular and shared use of retail space that blends different product categories, functions, experiences and values.
To showcase this new design principle, Kemmler & Kemmler created a modular retail environment where the different core categories of beauty, mobility, fashion and food overlap and collide with each other to deliver an explosion of new ideas.
By blurring the boundaries between industries that once remained isolated, Kemmler & Kemmler presents how something exciting and new can grow from openness and unification. Exploring all the senses – taste, smell, sight, sound, and touch – showing how retail can create genuinely meaningful, multi-sensory moments that excite customers like never before.
Online is certainly more convenient, but much less fun. Information, tutorials, virtuality – none of these are sensual, emotional experiences. In an attempt to compete with the ever-growing world of eCommerce, you can always confidently rely on the real thing. Or in other words: taste, touch, smell.
Real senses, extending beyond sight, can generate added value that cannot be found anywhere else outside the “real” world. So those wanting more than the WWW will find a common and equally unifying experience in the shared beauty and mobility space: fragrance.
At the scent bar, two otherwise separate areas are deliberately merged. At second glance, it becomes clear that the interlinking of the common theme of olfactory perception forms an entirely natural symbiosis. Because what would a car be without a smell? And what would perfume be without association?
Aromas affect our brain and thus our decisions. Just as a full-bodied flavour is important when eating, an ideally personalised sense of well-being sets the tone when getting into a car or entering a room. And this includes a pleasant fragrance.
Those who remain flexible, creative and innovative will not go under. The distinctiveness of the interaction between the beauty and automotive sectors, created by aromas which are inspired by rubber or leather seats, is far too exciting for that.
Concept & Design: Kemmler & Kemmler GmbH and Patrick Palcic
Execution: Vizona and Lasa Berlin
Photocredits: Vizona, Kemmler & Kemmler GmbH and Patrick Palcic
Textcredits: Kemmler & Kemmler GmbH & Vizona
Clients: Ansorg, Visplay and Vizona