“Nobody tells this to people who are beginners, I wish someone told me. All of us who do creative work, we get into it because we have good taste. But there is this gap. For the first couple years you make stuff, it’s just not that good. It’s trying to be good, it has potential, but it’s not. But your taste, the thing that got you into the game, is still killer. And your taste is why your work disappoints you. A lot of people never get past this phase, they quit. Most people I know who do interesting, creative work went through years of this. We know our work doesn’t have this special thing that we want it to have. We all go through this. And if you are just starting out or you are still in this phase, you gotta know its normal and the most important thing you can do is do a lot of work. Put yourself on a deadline so that every week you will finish one story. It is only by going through a volume of work that you will close that gap, and your work will be as good as your ambitions. And I took longer to figure out how to do this than anyone I’ve ever met. It’s gonna take awhile. It’s normal to take awhile. You’ve just gotta fight your way through.”—Ira Glass (via hyperallergic)
The pop-up store of the future is a blank storefront, an empty window, and white walls.
Any day now, on an empty lot in a creative cosmopolis, a truck of merchandise and high-tech gear will be set up in a stack of shipping containers and a hyper-real shopping experience will launch.
In 2008, IBM released a widely read executive brief on the topic of Immersive Retailing. They predicted that successful retailers will use immersive technology solutions to “stimulate people’s visual, auditory, olfactory and tactile senses to connect with shoppers on an emotional level to create unforgettable shopping experiences.”
In fragments, experiments, fits and starts, this has already happened. Fashion, footwear, automotive, and beverage brands have led the adoption of new technologies for engaging, experiential impact.
The storefront and windows
Architectural surfaces have been transformed in stunning and inventive ways. 3D projection mapping has been much hyped as the future of advertising. “Adidas Is All In” wowed crowds in Marseille projecting on Pharo Palace. In NYC, SyFy’s “Follow the White Rabbit” projections went mobile, giving chase to the rabbit assassin across multiple surfaces. Projections have created buzz forRalph Lauren, Hyundai, Fanta, Nokia and Hot Wheels.
Window displays are evolving into interactive installations. A video model blows a real scarf in a Hermès shop. Viewers wave their hands to flip pages in a digital book at Christian Dior. Visitors paint in light on a Nordstrom window. Diesel created arty installations for their Rockin’ Dots and Be Stupidcampaigns. A Starbucks window doubles as a touch-screen game.
The retail environment
Already inside many stores are surfaces that entertain and inform. A concept devised by students for bag maker Crumpler creates a branded experience on floor and walls. Toyota’s Prius Wall engages and delights. An interactive display table for Rolex takes sales to a new level. Even more impressive is theAdiverse footwear wall, which brings selection, branded video, and product reviews to a shopper’s fingertips.
Holograms walk the runway for Forever 21 and Burberry. Another use of projection mapping displays myriad options for New Balance shoes. Even the dressing room is digitally enhanced in the Harajuku Puma store, where an interactive mirror previews outfits without the shopper physically changing clothes. Perhaps the projections in this spot for Puma Lift will be the next iteration.
To date, there’s not been a complete retail environment created entirely from digital technology, but the idea is close to reality. Who will be the first brand to do it?
A great essay about pop-ups and the interactive marketing experience.