How Amazon, Sony and VW are using unconventional retail space to engage shoppers in a new way

In this changing retail landscape, brands and retailers are under greater pressure to make a difference and stand out. These three brands have all created temporary spaces in locations not normally associated with companies like theirs.

Amazon Home of Black Friday

This temporary store was only open for a few days in the run up to Black Friday. Located in Soho Square, London, it was created as a showcase for Amazon and their Black Friday offering.

Using a listed house was a stroke of genius, immediately placing the brand in a domestic setting. There were lots of pleasant energetic smiling staff to greet visitors...and lots of mince pies too.

While the building was full of themed rooms, there were plenty of gentle reminders that this is Amazon, the online giant. Tablets were on display, illustrating the ease with which visitors can order the products they like.

The Kitchen room had a range of appliances on display with staff demonstrating many of them. The room reminded me of the old animated Paddington TV cartoon, with black and white hand drawn backdrops. This old school concept was brought back into the 21st century with QR codes next to products to access information.

The technology room had an old pegboard full of craft products, a great contrast to the Kindles being presented to visitors.

The beauty room looked like John Paul Gaultier had been let loose with the decorating, vibrant waves, polka dots and dashes abound. A large bed sets the scene, with seating for people wanting a makeover.

The kids room had large cutout trees as a backdrop and a game in one corner where visitors spin a logo on a tablet to see if they win a prize.

Sony Design Collection Pop-up

This store is open from November until January 2018 and is located on Shoreditch High Street in London. I stumbled across it while visiting trainer stores with my son. It has been created to showcase Life Space UX products; predominantly their glass speakers and portable ultra short throw projector range.

Much like the Amazon store, this uses a house and creates a domestic setting for the products - adding context to their use.

The projectors are used throughout the space, projecting onto walls, desks and even replicating a live fire.

And to present a price list...

The space is narrow and long but doesn't feel claustrophobic. Furniture from Swoon Editions is used through out, and is available to purchase as well.

Volkswagen, Bullring Birmingham

VW isn't the first automotive brand to use a shopping centre as a location to engage potential customers. Hyundai, Tesla, Bentley and Jaguar Landrover have all recently tried this format.

There is a long concrete wall at the entrance - a signature design feature of creative agency Dalziel + Pow. The wall uses pale wood shelving and projections to present and communicate.

There are engaging touches, such as this climbing man, working his way up a pile of books.

On a lower shelf, presumably for kids, this car shape changes colour when a button is pressed. A refreshing departure from the stereotypical small box of Lego often used in showrooms to distract bored kids.

Large full height lightboxes are employed to communicate the range of offers and pricing in this store.

The paint samples are displayed creatively, drawing the eye towards the rear of the store...

...where a large open space is used for a single car seat. I assumed the space was waiting for a display vehicle, but turned out to be a VR experience. I donned the headset to find myself sat in a new T-Roc SUV. The open space in the showroom allows people to walk around the virtual vehicle. I was shown colour and material variations, a view into the boot and a range of backdrops that took me from a space age platform to open countryside.

I found this to be a surprisingly effective way of viewing and experiencing a vehicle, I got a great sense of the interior space and colourways available.

Summary

I found all three brands have created effective spaces here. The new use of environment is a great way to communicate to potentially new customers, with each one providing a relaxed experience, with friendly staff who were more focused on explaining than selling.

The domestic setting for Amazon and Sony had big impact because the location was domestic as well as the decor, giving real context and relevance to the products. VW capitalise on huge footfall in the Bullring, tapping into the browsing mode of shoppers in this environment.

Interestingly, all three encouraged me to take photos, recognising that this allows people to share the experience with friends...and on social media, as this article evidences. This is a refreshing departure from the secretive restrictive policy of most UK stores, and most welcome.