I’ve noticed more brands that offer distinctively different storefront exteriors that feel unique and one-of-a-kind. And then, once you step inside, you feel and see that the brand is familiar and consistent from location to location. Examples I’ve seen include brands like Lululemon and Aritzia, where customers are identifying with an exterior design that feels customized, “it’s my neighborhood store…it’s special and just for me!” But the brand’s iconic environmental and visual cues are quickly recognizable, and instantly you know what store you are in.
Lululemon has consistent interior visual cues like the power pant and bra wall; the branded Lululemon shopping bag hanging behind the side-located cash desk and the unisex fitting room lounge at the back. Inside Aritzia, they consistently use very low tables piled with folded merchandise and ethereal, fantasy-like murals along the perimeter walls. Creating a one-of-a kind exterior with a consistent, familiar interior creates a special, personal shopping destination; I think we’ll see more and more of this.