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Future Stores
Case Study
The power of digital in experiential retail
About Future Stores
The next generation of retail is not about selling things, it’s about creating places to be. Future Stores is a re-imagined, experiential retail concept that blends brand engagement with cutting-edge retail to transform how brands market and sell to consumers. An overhaul of the traditional in-store experience, it balances high tech with high touch to create an environment as dynamic as a social feed.
Featuring 435m2 of floor space and 400m2 of state-of-the-art LED displays, the first store arrived in October 2024 in London on Oxford Street, Europe’s busiest shopping street, with an annual footfall of seventy million. It invites brands to seamlessly blend storytelling with immersive experiences on an extraordinary canvas and, with additional sites opening in 2025, become part of a truly global retail media network.
Objectives
Transform what is traditionally a passive environment into an active space where customers want to be part of the connected experience. The purpose-built, next-generation hybrid retail store required a flexible, adaptive solution capable of managing a rotating lineup of brand activations every 2 to 6 weeks. The design needed to empower social commerce and inspire customers to share their experiences. The space needed to be consistently engaging, continuously evolving, and unforgettable.
Solutions
Exterior
The store design combines a short depth of space with large windows showcasing floor-to-ceiling LED displays to attract customers with captivating visuals. This vibrant atmosphere captivates and raises the bar of the retail landscape.
Content
The adaptive design solution lends itself to endless possibilities for brand activations. The state-of-the-art wall-to-ceiling LED displays serve as an extraordinary canvas for curated storytelling and experiential retail. Dynamic content illustrates the versatility of the space and drives a multi-sensory experience designed to create a lasting impression.
Technology
The magnitude of the store required power and customization behind the scenes to allow Future Stores to tailor the space to each new tenant’s vision and desired experience. The technology-enhanced environment can be reconfigured to change from day to night, split into two spaces, and support retail sales as well as live events. The platform and design illustrate the solution’s ability to support dynamic programming and scheduling while bringing people together in an exciting retail/event space.
Data
In retail environments, measuring ROI has always been difficult and without data, it’s a guessing game. A 24/7 continuous monitoring of the space helps retailers understand its full potential. Outside the store, cameras count people and traffic on Oxford and Dean Streets to help brands understand the vibrancy of the location. Inside the store, light-emitting radar (Lidar) tracks with incredible accuracy, differentiating staff from customers so that brands can understand movement throughout the space.
The power of Future Stores’ advanced data tracking takes shopper insights to a more granular level than traditional retail which typically relies on monitoring people crossing a threshold. Data models are customized to what’s important to each brand, honing in on their priorities and objectives. Whether that’s sales conversion or determining the number of staff needed to service the customer, brands are empowered to make decisions that make a difference.
Results
Today’s shoppers want to be engaged. This digitally-influenced environment creates an immersive space that redefines retail with a technology-enhanced environment that is more powerful than a traditional pop-up space. Future Stores capture data and form unique insights on dwell time, engagement, and interactivity so that brands can identify what drives successful behaviors. This insight allows brands to engage with customers on a deeper level, enhance conversion rates, and boost customer satisfaction.
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