IBM NYC Store Tour Janvier 2019 - IBM NRF Study Tour 2019
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IBM NYC Store Tour
Janvier 2019
IBM NRF Study Tour 2019
IBM Store Tour 2019
Opened in 2018 SUMMARY
• Acustom Apparel • FAO Schwartz • Nike House of Innovation
• Adidas • French Cheese Board • Rapha
• Allbirds • Gentle Monster • Reformation
• Amazon 4-Star • Glossier • Rent the Runway
• Casper • Gucci Wooster • Samsung
• Converse: The Blank Canvas • Innisfree • Sonos
• Cover Girl • Levi’s • Starbucks Reserve Roastery
• Dior Flagship • Lululemon Athletica • The Apartment
• Dirty Lemon « The Drug Store » • Macy’s: See Your Space IRL • The RealReal
• Dolby Pop-Up • MedMen • The Winky Lux Experience
• Dyson • MM LaFleur • Timberland
• Facebook: The Market @Macy’s • Naadam Cashmere
IBM Store Tour 2019
Digital in store
Personalization
Acustom Apparel Apparel/ Footwear/ Accessories
Address: 330 W Broadway, New York, NY 10013 (Soho)
Opening hours: Mon-Fri: 10 am-8 pm/ Sat-Sun: 12 pm-6 pm
o Acustom Apparel is a menswear brand using 3D
technology to craft custom clothing, bringing
modern technology to classic tailoring. Each
product in the store can be customized.
o Customers can scan the QR Code with the Acustom
Apparel app and choose different option (color,
shape, material…).
o Digital Bespoke Process allows precisely fitted
hand-tailored custom shirts and suits.
IBM Store Tour 2019
IBM Store Tour 2019
Digital in store
Client experience
Adidas Apparel/ Footwear/ Accessories
Personalization Address: 565 5th Ave, New York, NY 10017 (Midtown East)
Store as a living
Opening hours: Mon-Sat: 10 am-9 pm/ Sun: 11 am-9 pm
space
o Aadidas’ largest store in the world that offers consumers
an experience centered around creativity in sport. Inspired
by high school stadiums with a tunnel entrance, stands
for live-game viewing on big screens, healthy juices, a
concierge desk, a same-day hotel delivery service, a NY
guide...
o Digital terminals to browsing the catalog, displaying
multimedia products and content, or calling a seller.
o Personalized fitness advice from experts, sports training
star (real-time fitness consultations).
o Track and field areas to test products:
- A race track where customers can try a basket with a
sensor that analyzes the stride of the runner (Run Genie
gait analysis tool) and recommends the most suitable
model.
- “The Turf”, a real training ground to test with a
basketball area and a treadmill.
IBM Store Tour 2019
IBM Store Tour 2019
Ethics
Client experience
Allbirds Apparel/ Footwear/ Accessories
Address: 73 Spring St, New York, NY 10012 (Soho)
Opening hours: Mon-Thu: 10 am-8 pm/ Fri-Sat: 9 am-9 pm/ Sun: 10 am-8 pm
Merchandising
o Brand positioning: the world’s most comfortable shoes.
Mother nature is our muse.
o Innovative brand that combines comfort and
sustainability to make a standout shoe. Use of
naturally-derived, renewable materials that are much
easier on the environment than traditional fabrics: tree
fiber, sugarcane, wool.
o The store layout is clean and purified and has an earthy
feel.
o The space, designed by branding firm Partners & Spade,
emphasises the try-on experience.
o The shoes are unisex, so customers can easily order
sizes from the men’s or women’s section without any
variation in style or fit.
IBM Store Tour 2019
IBM Store Tour 2019
Concept store
Client experience
Amazon 4-Star Home / Electronics
Address: 72 Spring St, New York, NY 10012 (Soho)
Opening hours: Mon-Sat: 10 am-9 pm/ Sun: 11 am-8 pm
Merchandising
Opened in 2018 o Newest amazon concept opened in September 2018,
sells what the e-commerce giant considers to be some of
its most popular or best-rated merchandise on its
website, all of which are rated 4 stars or higher.
o The store is organized according to the preferences of
the customers: contains locally relevant / trending
items (i.e. most popular items in New York).
o The company will be rotating inventory out on a weekly
basis, as items become more or less popular on its
website.
o Prime members pay the Amazon.com price in store.
Consumers can visit the store and then buy online and
enjoy Prime status.
IBM Store Tour 2019
IBM Store Tour 2019
Concept store
Client experience
Casper Home / Electronics
Address: 627 Broadway, New York, NY 10012 (The Greenwich Village)
Opening hours: Mon-Sat: 10 am-9 pm / Sun: 11 am-7 pm
o Interactive exhibits highlight the quality of Casper's
products throughout the store.
o The “birdhouses”: six bedrooms where shoppers
can test the mattresses for themselves in an intimate
atmosphere. Casper wants to eliminate the mindset
that shopping for a mattress has to be a dreary
experience.
o You can buy the products then and there, including
mattresses. You don't need to wait to have them
shipped to you (within two hours if you live in NYC).
Note : Check « The Dreamery by Casper» - 196 Mercer St (Soho) – Closed on Sunday.
The Dreamery by Casper is a sleep store located just at the back of the store where you can rest and recharge whenever you want. You just
have to book online (walk ins are welcome too) for a 45 mn nap session for 25$ and you’ll be offered pyjamas, a toothbrush, coffee….and
acces to a private, quiet pod with an outrageously comfortable bed.
IBM Store Tour 2019IBM Store Tour 2019
Concept store
Personalization
Converse: The Blank Canvas Apparel/ Footwear/ Accessories
Address: 560 Broadway, New York, NY 10012 (Soho)
Digital in store
Opening hours: Mon-Sat: 10 am-9 pm / Sun: 11 am-8 pm
o Converse’s biggest global store (11,000 square feet) with a
workshop located in its basement called "Blank Canvas“ where you
find large rolls of fabrics and materials, printing presses for graphics,
spools of different colored shoelaces, different eyelets and studs to
create your own pair of shoes.
o Converse is taking its most popular shoe, the Chuck Taylor, as the
foundation of a personalized in-store experience for customers.
To create a custom pair of sneakers, customers book an appointment
with a Converse designer who talks through the design’s color and
placement before the shoe is headed to production. The designs are
finished and returned to the customer that day. Customizations add
between $25-45 on top of the price of the shoes.
o Delivery service of customized shoes under 1 hour.
o The workshop is equipped with a bar lined with tablets to
scroll through fonts, patterns, logos and images that can be printed on
the canvas. Customers can also send a personal image to the
workshop via email to have their own art printed on the shoes.
IBM Store Tour 2019IBM Store Tour 2019
CoverGirl
Client experience
Personalization
Beauty/ Cosmetics
Digital in store
Address: 719 7th Ave, New York, NY 10036 (Times Square)
Opening hours: Mon-Sun: 10 am-12 am
Opened in 2018
o Opened in November 2018, it’s 10,000 square feet of shopping space, but
it’s also CoverGirl’s first physical retail store in the brand’s over 60 years of
existence.
o This place has everything: two floors, a Google AI greeter named Olivia, AR
glam stations where you can virtually try on makeup, regular glam stations
where you can physically try on makeup, makeup applications by CoverGirl
BFFs, selfie-backdrops, customization stations to personalize lipsticks and
makeup bags (the customization of the product is done in 10 minutes
using a 3D printer installed in the basement).
o Customers are greeted by a hologram called Olivia
o This opening including the launch of their TruBlend Matte Made foundation
in 40 shades and becoming the largest makeup brand to be Leaping Bunny
certified by Cruelty Free International.
IBM Store Tour 2019IBM Store Tour 2019
Client experience
Dior Flagship Luxury
Address: 21 E 57th St, New York, NY 10022 (Soho)
Opening hours: Mon-Sat: 10 am-9 pm/ Sun-Sun: 12 am-6 pm
o A store which decor pays homage to Dior’s boutique on
Avenue Montaigne in Paris, but with a New York twist.
o The re-imagined space “combines 18th century details
blended with modern elements to achieve a feminine and
glamorous aesthetic,” inspired by the timeless yet modern
fashions at Dior.
o The first floor devotes two rooms to Dior’s opulent bags
and another to fine jewelry (plus a special room for VIP
jewelry clients). The stair, featuring a custom wrought iron
railing, leads past a wall of screens (playing videos by
French filmmaker Yoram Mevorach Oyoram) to a second-
floor room dedicated entirely to shoes, two ready-to-wear
salons, and another private space for special clients.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Client experience
Dirty Lemon « The Drug Store » Food / Drinks
Address: 293 Church St, New York, NY 10013 (Tribeca)
Opening hours: Mon-Sun: 8 am-8 pm
Concept store
o A health-focused beverage brand born online which built its business with mobile in mind and
wants to promote what it calls “conversational commerce” as the next frontier for how to
Opened in 2018
engage and do business with millennial consumers.
o Dirty Lemon wants its customers to pay in store the same way they order their products on line
for home delivery: by simply sending the company a text message. The first cashierless store
opened in NY in September 2018. Very small store equipped with a refrigerated case. This
“walk-in vending machine” is unique: the store is unstaffed and shoppers can purchase
drinks only via text, using a phone number right on each bottle label without interacting with
a company personnel. A tablet is available to explain the order steps and present the drinks.
o Paying is voluntary at the store. Customers walk in, take what they want and don’t have to
pay on-site. They pay whenever they feel like it while they’re in the store or after they leave
using their cellphones to text, order and pay.
o No need to download an app nor to register a credit card to purchase. Customers who
remove a drink from the fridge are asked, on the honor system, to text the company, which will
respond to collect their payment information. The credit card number is linked with the
customer cellphone’s number.
o The store deploys a heat-map tracker installed at the door (thermal card) to monitor how
many customers go in and out every day, along with RFID technology installed inside the
coolers to keep track of inventory being purchased and restocked: the RFID system follows
bottles removed from refrigerators and helps the brand to build a customer-insights database.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Client experience
Dolby Soho Experience High-Tech
Address: 477 Broadway New York, NY 10012 (Soho)
Opening hours: Wed-Sun: 12 pm-8 pm
Concept store
Opened in 2018
o Dolby is a leading global developer of audio, imaging and
voice technologies for cinema, home theaters, PCs, mobile
phones, and games.
o This store is an experiential space where science meets
art and technology meets imagination.
o Visitors are encouraged to walk through the various rooms
to take in the sights and sounds and snap eye-catching
Instagram posts. Social media is highly encouraged.
IBM Store Tour 2019IBM Store Tour 2019
Concept store
Dyson Home / Electronics
Address: 640 5th Ave, New York, NY 10019 (Midtown East)
Opening hours: Mon-Sat: 10 am-8 pm/ Sun: 12 pm-7 pm
o Dyson is opening demo stores (only 3 in the US),
creating places that demonstrate how Dyson
technology solves real problems.
o «The best way to understand our technology is to
experience it yourself»: the demo stores are
envisioned as an interactive-style space where
customers have the ability to touch, feel and try out
products before taking them home.
o When it comes to buying hair products, you can get
tips from a Dyson stylist by booking a complimentary
styling appointment.
o You can shop exclusive products and colorways only
available at Dyson demo stores.
IBM Store Tour 2019IBM Store Tour 2019
Concept store
Merchandising
Facebook: The Market @Macy’s Others
Address: 151 West 34th Street. New York, NY 10001 (Midtown West)
Opening hours: Mon-Sat: 9 am-10 pm/ Sun: 9 am-9 pm
Opened in 2018
o Facebook has teamed up with Macy's to create its first ever
pop up shop to give small e-commerce brands that
primarily operate online and currently advertise on the
social media platform a real-world footprint and
exposure to new customers in a nationwide chain.
o FB pop up opened in November 2018, located in the Market
@Macy’s space. Selection of brands is processed by
Facebook. There will be a rotating selection of offerings:
apparel or accessories, beauty, decorative home items,
stationery or gifts.
o The pop-up shop also reflects Macy's efforts to offer unique
brands, experiences and concepts that could woo shoppers
who increasingly prefer to shop online.
o Facebook is following in the footsteps of Amazon, which has
been growing its brick-and-mortar presence in the US.
IBM Store Tour 2019IBM Store Tour 2019
Client experience
FAO Schwartz Toys
Address: 30 Rockefeller Plaza, New York, NY 10111 (Midtown)
Opened in 2018 Opening hours: Mon-Sat: 9 am-8 pm/ Sun: 11 am-7 pm
o The iconic toy retailer reopened its doors. The store
is known for its upscale toy selection and has been
around for over 150 years.
o The goal is to make the space "experiential“. The
space offers shoppers in-store experiences like a
build-a-bear workshop station, a walk-on piano
keyboard, a mini nail salon, a racetrack for kids to
play with cars, a space where a magician will teach
tricks, and a Discovery science station. New York–
themed, 3-D, jigsaw, and customizable puzzles by
Ravensburger.
o The first floor is also home to a massive candy shop.
IBM Store Tour 2019IBM Store Tour 2019
Concept store
French Cheese Board Food/ Drinks
Address: 41 Spring St, New York, NY 10012 (Soho)
Opening hours: Mon-Fri: 11 am-8 pm/ Sat-Sun: 11 am-7 pm
o Gourmet destination with an exclusive programming
that blends art, design and food in innovative
forms.
o Features events and exhibits where food becomes
the centerpiece and topic for engaged
communication.
o A fab lab of ideas, where people can participate in
cookink lessons, wine and cheese pairings sessions,
interactive presentations.
IBM Store Tour 2019IBM Store Tour 2019
Client experience
Concept store
Gentle Monster Apparel/ Footwear/ Accessories
Address: 70 Wooster St, New York, NY 10012 (Soho)
Opening hours: Mon-Sat: 11 am-7 pm/ Sun: 12 pm-6 pm
Opened in 2018
o The 6,000 square foot flagship of the South Korean
mega-brand opened in October 2018. Following the
label’s immersive retail experiments, the new shop mix
elements like kinetic sculptures and installations.
o A store where the in-house creative team has elevated
the shopping experience to something between
experiential theatre and interstellar travel.
o Each room in the new space is home to at least one
kinetic sculpture that forms a series called “The Visitor”.
The installations tell the story of a “new earth.”
IBM Store Tour 2019IBM Store Tour 2019
Glossier
Community/
Social link
Beauty / Cosmetics
Merchandising
Address: 123 Lafayette St, New York, NY 10013 (Soho)
Opening hours: Mon-Sat: 11 am-9 pm/ Sun: 11 am-8 pm
Opened in 2018
o The brand's 1st shop in the US targets the Millennials with a
concept store that relies on the "as in the bathroom" store.
o Brand built only on social networks (Instagram) with an
extremely engaged community of customers.
o A dedicated room to inspire customers to create social content
and to start conversations with the rest of Glossier's community.
o A showroom and testing area: no items can be purchased
without starting a conversation with store associates who are
equipped with tablets to process your order and payment (only
by card).
o A pick up counter is located on the first floor to collect in store
orders that are packaged on the second floor and delivered
directly to the first floor via a conveyer belt. On the ground floor,
customers can collect online orders.
IBM Store Tour 2019IBM Store Tour 2019
Gucci Wooster
Client experience
Personalization Apparel/ Footwear/ Accessories
Digital in store
Address: 375 W Broadway, New York, NY 10012 (Soho)
Opening hours: Mon-Sat: 11 am-8 pm/ Sun: 12 pm-6 pm
Opened in 2018
o The Gucci Wooster, with a total surface area of 930m2, was
conceived for customers to experience the ecclectic and creative
philosophy of the House. The goal is to make this place of purchase a
living space full of technological and artistic experiences.
o Customers can listen to a house music documentary on custom-
made cat-eared headphones, check out a preview of an upcoming
collaboration, use augmented reality to design their own bag or
shoes.
o Ambassadors, trained in brand storytelling provide exceptional
customer service by focusing on their individual needs and
expectations.
o Celebrating SoHo’s creative heritage as a hub for decades in
pioneering music, film, fashion, and literature, the House opened the
Gucci Wooster Bookstore in November 2018. 2000 titles carefully
selected by Dashwood Books founder David Strettell: contemporary,
used and rare books on fashion and lifestyle, youth culture, art,
interiors and architecture, illustration, design, and photography.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Personalization
Innisfree Beauty / Cosmetics
Address: 862 Broadway, New York, NY 10003 (Union Square)
Opening hours: Mon-Sat: 10 am-8 pm/ Sun: 10 am-7 pm
Ethics
o The Korean skincare and cosmetics store opened
its first storefront in the United States.
o It offers high-quality skincare with naturally
derived ingredients and Instagram-worthy
personalized makeup, fast paced innovation,
immersive retail experience and authenticity
through its responsibly sourced Jeju Island
ingredients and green sustainable practices.
o The store itself looks, feels and smells like a
dream, thanks in part to a 21-feet tall "living wall"
and the most calming delightful music playing.
IBM Store Tour 2019IBM Store Tour 2019
Levi’s
Personalization
Client experience Apparel/ Footwear/ Accessories
Digital in store
Address: 1535 Broadway, New York, NY 10036 (Times Square)
Opening hours: Mon-Sun: 8 am-1 am
Opened in 2018
o New flagship based on customer experience with the
participation of New York local artists.
o This 1,570 m² store is the largest Levi's retailer in
the world. It is based on the best of design, product
line and omnichannel capabilities.
o A customization bar with four on-site tailors and
t-shirt printing capabilities that allow shoppers to
choose their own preloaded logos and designs.
o The company will proposes capsule collections and
employ mobile checkout with sales associates so
consumers can make a purchase without having to
wait in line at the cash register.
IBM Store Tour 2019IBM Store Tour 2019
Client experience
Digital in store
Lululemon Athletica Apparel/ Footwear/ Accessories
Address: 597 5th Ave, New York, NY 10017 (Midtown East)
Ethics
Opening hours: Mon-Sat: 9 am-10 pm/ Sun: 9 am-9 pm
Community/
Social link o The brand opened its first-ever Mindfulosophy space – a
Store as a living meditation space. Customers can put on a pair of
space headphones, use an iPad to select and listen to one of 12
different self-guided meditations (sessions of 5 or 10
minutes).
o 2 digital screens to know where to run in real time in
New York, follow the community that has already
practiced the course/ possibility to see the new products
of the store and receive the info by mail.
o Consumers can also find a concierge and a clothing
repair service.
o Free yoga lesson on Sundays at 9 am.
o Free lockers available for customers who want to join a
running race.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Client experience
Macy’s: See your space IRL Home / Electronics
Address: 151 W 34th St, New York, NY 10001 (Midtown West)
Opening hours: Sun-Fri: 8 am-12 am/ Wed-Thu: 9 am-11 pm
Opened in 2018
o VR space opened in February 2018 @Macy’s/9th floor.
Macy’s want to change up the way customers shop for
furniture with their free 3D room designer.
o Customers can use a Virtual Reality headset to see
how their space –with correct dimensions & all– looks
with Macy’s furniture in it, making it easier for them to
visualize how new furniture would fit in their homes.
This VR experience is called "See Your Space IRL ".
o This VR option will be available on Macy’s mobile
application on iPhone and Android in 2019.
o Average basket size has increased by 60% in the pilot
stores compared to stores that don't have the VR
technology yet.
IBM Store Tour 2019IBM Store Tour 2019
Concept store
MedMen Others
Address: 433 5th Ave, New York, NY 10016 (Midtown)
Opened in 2018
Opening hours: Mon-Sun: 10 am-8 pm
o There are three medical marijuana dispensaries in
Manhattan, but only one is designed with the airy minimalism
of an Apple store.
o Customers must be at least 21 to enter. Usually they’d also
require a medical marijuana card. The brand insists on the
medical use of the product.
o Currently, New York dispensaries can only distribute
marijuana in the form of vaporizer pens, tinctures, and gel
caps. They’re specifically given generic names like Wellness,
Harmony, Awake, Calm, and Sleep because according to New
York’s laws brand names can’t be “coined or fanciful.”
o You can only purchase using a debit card and on medical
prescription.
IBM Store Tour 2019IBM Store Tour 2019
Client experience
Ethics
MM LaFleur Apparel/ Footwear/ Accessories
Address: 611 Broadway #401, New York, NY 10012 (Soho)
Community/ Opening hours: Mon-Fri: 11 am-8 pm/ Sat-Sun: 11 am-6:30 pm
Social link
Store as a living
space
o A concept based on female empowerment, a space
for women and designed by women - a startup
woman's clothing company that has developed a
retail concept around being the anti-shop.
o Appointment-only showroom space. Items are pre-
pulled for customers in a "curated closet" according
to style and size preferences.
o In store, sip champagne, put slippers and get a
personalized advice service. Purchased items are
shipped free of charge at home or at the office.
IBM Store Tour 2019IBM Store Tour 2019
Client experience
Ethics
Naadam Cashmere Apparel/ Footwear/ Accessories
Address: 392 Bleecker St, New York, NY 10014 (Soho)
Digital in store
Opening hours: Mon-Sat: 11 am-7 pm/ Sun: 12 pm-6 pm
Opened in 2018
o Visually rich installations with clouds built in
cashmere suspended from the ceiling and integrated
into the walls and discover the story of the Mongolian
family who makes the wool.
o Inside the main hero cloud there is a VR headset that
allows customers to view more of the Naadam story
with their heads literally “in the clouds.”
o Discovery of the production process that educates
customers about the quality of Naadam’s ethical,
sustainable cashmere clothing. Combination of
diagrams, photography, and tools in display cases as
tactile “touch point” moments where customers can
feel cashmere at different stages in its life cycle.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Client experience
Nike House of Innovation 000 Apparel/ Footwear/ Accessories
Personnalisation Address: 650 5th Ave, New York, NY 1001 (Midtown East)
Concept store Opening hours: Mon-Sun: 10 am-8 pm
Store as a living o New flagship store opened in November 2018 offering the entire brand
space collection with various digital services. The concept is described as
“one floor, one world”.
Opened in 2018 o Customers can buy a pair of Air Force One for 163$ and have access to a
free appointment of 1 hour to customize their shoes. Or they can have
their shoes customized by Nike: 1/ you design 2/ we make it 3/ you have
it delivered or picked up in store within 3 to 5 weeks.
o On the ground floor, a dedicated pickup area for online orders. Local
customers can book their products through the Nike app and are able to
easily access Speed Shop's digital lockers to pick up their order and to
buy by smartphone immediately with the “Nike Scan Pay”.
o On the fifth floor, the Nike By You Studio will have products, experiences,
and customization options exclusive to NikePlus members, members
can book appointments with store employees, known as "athletes”.
Merchandise is fitted with a QR code to scan and buy immediately in their
size or have the items sent to a changing room to try on.
o Use the Nike app to scan the QR code displayed on mannequins to know
where are the products and/or to be brought the item by a store
associate in one of the numerous pick up area.
IBM Store Tour 2019IBM Store Tour 2019
Rapha
Community/
Social link Sport
Store as a living
space Address: 159 Prince St, New York, NY 10012 (Soho)
Opening hours: Mon-Sun: 8 am-7 pm
o Rapha is a bike shop (club house) offering bike gear and
coffee shop.
o Concept store is around community building / social link.
o You can become a member of the Rapha Cycling Club
(RCC) which will cost you 200$ per year and give you
access to events, free coffee, and bike rental at
preferential price.
o The RCC organizes thousands of rides and events for
passionate cyclists around the world every week. The RCC
have more than 22 clubhouses in 13 countries.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Client experience
Reformation Apparel/ Footwear/ Accessories
Address: 39 Bond St, New York, NY 10012 (Soho)
Opening hours: Mon-Sat: 11 am-8 pm/ Sun: 11 am-7 pm
Ethics
o Store famous for its technology-driven experience. Customer can do
their shopping via digital screens located in the store and fitting rooms.
Only the items available in the store are displayed on the screens.
o Customers type their name to create a « virtual » fitting room where
they drag & drop the items they want to try on. A number corresponding
to a « physical » fitting room is allocated to each customer.
o Meanwhile, the items selected are prepared by store associates whom
you don’t see (back office) and presented in a wardrobe that is located
in the fitting room and that can be opened on both sides: back
office/sales associates’ side and fitting room/customers’ side.
o Customers are told on the screens when their « physical » fitting room is
ready. If the size doesn’t fit, customers can change their order on the
digital screen located in the fitting room and new items will be
presented in the wardrobe.
o The fitting rooms have customizable atmospheres: Cool, Golden and
Sexy.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Client experience
Rent The Runway Apparel/ Footwear/ Accessories
Address: 30 W 15th St, New York, NY 10011 (Union Square)
Opening hours: Mon-Fri: 8 am-9 pm/ Sat: 9 am-8 pm/ Sun: 9 am-7 pm
o When a pure player sees potential in investing in physical stores.
Website created in 2009, now have a store. Specialized in clothes
and accessories’ rental. Offers a rotating selection of everyday
styles and sizes from work to weekend to rent.
o Brand positioning: «Renting is the new buying, and it’s changing
everything ». Membership can be per article, per week or month.
o A retail store that doesn’t sell any product, only services.
- Appointments with fashionistas to get a reserved fitting room
and one-on-one styling advice to work on their style.
- Browse & Try On: all guests can browse and try on everything
in-store to rent same-day, or reserve for a future date.
- Find Your Next Item: RTR Unlimited members can pick their
next piece on the spot and walk out with something new.
- Pick Up Your Order: RTR Unlimited members and RTR Reserve
customers can ship their order to the store and pick up.
- Return Your Order: RTR Unlimited members and RTR Reserve
customers can immediately return their order.
IBM Store Tour 2019IBM Store Tour 2019
Digital in store
Concept store
Samsung High-Tech
Address: 837 Washington St, New York, NY 10014 (Meatpacking)
Opening hours: Mon-Fri: 11 am-9 pm/ Sun: 11:30 am-8 pm
Client experience
Store as a living
space o Feature numerous interactive installations and
touchpoints.
o Customer Care - concierge-like service to help
Samsung owners, workshops for new and existing
users.
o Screen and Mainstage (a giant digital screen
programmed with live streams, demos, showcases).
o A Gallery featuring curated content experiences.
o VR Tunnel (attendees can ‘step into’ a virtual world and
be transported anywhere).
o A broadcast studio; a playroom; a living room.
IBM Store Tour 2019IBM Store Tour 2019
Client experience
Concept store
Sonos Home / Electronics
Address: 101 Greene St, New York, NY 10012 (Soho)
Opening hours: Mon-Sat: 11 am-7 pm/ Sun: 11 am-6 pm
o The 4,200 sq ft space is centred on the fact that most
listening experiences happen in the home. Sonos has
recreated several different home settings as the backbone
of the in-store experience.
o New sound experience thanks to listening rooms: a series of
seven immersive listening rooms, each kitted out with
Sonos’ range of equipment,
o Different atmospheres in order to contextualize your
experience.
o Store associates follow you during the whole customer
experience, presenting you the products and then letting
you live the experience.
o First flagship of the brand opened in 2016.
IBM Store Tour 2019IBM Store Tour 2019
Concept store
Client experience
Starbucks Reserve Roastery Food / Drinks
Address: 61 9th Ave, New York, NY 10011 (Chelsea)
Opening hours: Mon-Thu: 7 am-12 am/ Fri: 7 am- 1am/ Sat: 8 am-1 am/ Sun: 8 am-12 am
Ethics
o 4 reserve roasteries in the world: NYC, Seattle, Shangai, Milan.
Opened in 2018
o The immersive coffee experience celebrates the heritage of
roasting and the craft of coffee. The sights and sounds of
coffee’s journey from bean to cup are reflected at every turn in
the thoughtfully designed environment.
o 2 200 square meters, including 7 bars: two for coffee, one for
cocktails, one for takeaway beans, and pastries.
o The space is full of New York design details spread across a
working coffee roaster, tubes in the ceiling that carry freshly
roasted beans to the coffee bar, tons of seating, 10 bathrooms,
and every kind of coffee brewing style.
o Different services: for $22, a barista will prepare two types of
coffee while explaining the siphon method, Italian bakery,
scooping bar for some beans to go….
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Concept store
Client experience
The Apartment Apparel/ Footwear/ Accessories
Address: 76 Greene St, New York, NY 10012 (Soho)
Opening hours: Mon-Sat: 11 am-7 pm/ Sun: 12 pm-5 pm
o The Apartment by The Line is a high-end home and
fashion retail space that's set up like a real home,
complete with a massive closet, kitchen, living room,
and bedroom.
o Everything within The Apartment is for sale.
o A place to discover and purchase objects
encompassing fashion, home, and beauty items as
well as original works of art in the intimate setting of
a home, gaining new meaning and relevance
through context.
o A concept store based on the storytelling. Every
object is contextualized and having only a few objects
makes the shopping experience a lot different.
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Ethics
The RealReal Apparel/ Footwear/ Accessories
Address: 80 Wooster St, New York, NY 10012 (Soho)
Opening hours: Mon-Sat: 11 am-8 pm/ Sun: 12 pm-6 pm
o A luxury consignment start-up operating online that now has a
6,000-square-foot brick-and-mortar store in SoHo (and LA) that
offers a rotating product mix of one-of-a-kind men’s and
women’s fashion, fine jewelry, watches, home furnishings, decor
and art.
o Brand positioning: the leader in authenticated luxury
consignment. It offers consignment with the promise of
authentication by one of the company’s expert staff members.
o All items on display in the store are simultaneously available
to shop online. Sales associates can scan items for customers in
person, temporarily removing them from the site while they’re
being considered on the floor. Even while shopping in the store,
there is the same it-could-disappear-at-any-moment feeling you
get online.
o Weekly events and workshops, like Faux Fridays, are organized
in the store to instruct attendees on how to spot fake Louis
Vuitton, Chanel and designer sneakers.
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Concept store
Client experience
The Winky Lux Experience Beauty / Cosmetics
Address: 430 W Broadway, New York, NY 10012 (Soho)
Community/ Opening hours: Mon-Sat: 11 am-8 pm/ Sun: 11 am-7 pm
Social link
Opened in 2018 o Brand positioning: « If it didn’t happen on Instagram, it did
not happen ».
o At the back of the store, Winky Lux offers an experience
workshop to celebrate the magical beauty moments and that is
designed to encourage selfie and have an instagramable effect.
o To access the “Winky Lux Experience”, you need to pay $10.
You will walk through seven interconnected rooms each
corresponding thematically to the brand’s products, like a
“matcha zen garden” space that also highlights the brand’s
bestselling Matcha lip balm. “Spirit guides” (ie store
associates) keep you moving through the rooms. The rooms
are small, but serve their Instagram purpose.
o Customers can then apply that $10 admission fee as credit
toward a purchase in the shop, which features Winky Lux Winky Lux has created a range of transparent lipstick
products. with a flower inside that makes the lips pink.
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Client experience
Ethics
Timberland Apparel/ Footwear/ Accessories
Address: 511 5th Ave, New York, NY 10017 (Midtown East)
Merchandising Opening hours: Mon-Sat: 9 am-10 pm/ Sun: 10 am-8 pm
Opened in 2018 o The concept store reflects the brand’s 45-year heritage
through the lens of nature – living trees, natural earth
terrariums, an oversized living green wall – and
experiential weather moments to inspire the
community to embrace the outdoors in the city.
o Engaging weather experiences – including an
interactive digital rain room and a blustery, photo-
ready winter scene. Key product collections, reflecting
Timberland’s longstanding heritage of waterproof
protection, warmth and style, are paired with each of
the experiences.
o The goal of the store is to educate New Yorkers about
nature. All the trees exposed in the store will then be
donated to the city to be replanted.
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