Unveiling the latest Retail Trends and Innovations! 02/24

PIONEERS is a German agency focusing on brand and retail experiences for international clients, such as Nike, adidas, New Balance, LVMH, L'Oréal & Co. We love to talk about the latest news and innovations in the world of retail. With Pioneers Picks we want to share exciting topics about new technologies, sustainability and upcoming trends in the retail world. Let's take a look!

Burberry turns Harrods blue in latest "Knight Blue" store takeover

The historic Harrods department store has received a temporary upgrade. In collaboration with Burberry, the store has been clad in the brand's signature 'Knight Blue' hue, introduced by creative director Daniel Lee in 2023. Burberry's takeover of Harrods brings together two icons of British luxury to celebrate exploration and the outdoors, says Jonathan Akeroyd, chief executive officer of Burberry. The collaboration celebrates the brand's heritage in creating equipment for explorers and adventurers. It includes immersive installations, a capsule collection of products exclusive to Harrods and an outdoor activation with a custom Burberry food truck. The takeover, which lasts until the end of February, also marks the 175th anniversary of Harrods, which was founded by Charles Henry Harrod in 1849. This activation embraces the very British spirit of fun and adventure.

Swarovski opens its first Flagship Store in Seoul, South Korea

Austrian jewelry brand Swarovski has opened its first flagship store at Dosan Park in Seoul, South Korea. The futuristic and radiant look of the store is a disruptive, neuro-aesthetic concept that is not only visually appealing, but also creates a distinguished environment that reinforces emotional connections and brand perception, says Kristoff D'oria di Cirie, Experiential Creative Director for Immersive Hospitality & Retail and founder of Insogni Studio. The flagship store is a masterclass in experiential retail and features 3 floors, each marked and covered in one of the brand's colors (blue, yellow and pink). It includes all facets of the brand experience, such as a Swarovski Café and famous pieces of jewellery from film history, such as Marilyn Monroe's necklace from the film 'Gentlemen Prefer Blondes' or the enchanted crystal slipper from 'Disney's Cinderella'. For the opening, Swarovski also collaborated with French artist Shourouk Rhaiem, who worked with Korean consumer goods such as instant noodles and soju bottles and decorated them with Swarovski crystals.

Kim Kardashian’s SKIMS opens Valentine's Day Pop-Up in collaboration with luxury E-Commerce OUNASS

Just in time for this year's Valentine's Day, SKIMS has opened its latest pop-up in collaboration with the Middle East's leading luxury e-commerce giant, Ounass. The pop-up, located at Concrete in Dubai and available until 15th February, features the brand's exclusive Valentine's collection and additional travel pieces. The pink-coloured SKIMS x Ounass pop-up, which embodies a melting pink candy, includes various activations such as a shopping area with the exclusive collection, a SKIMS claw machine to win prizes and SKIMS ice cream. This installation is a pink dream come true for all Valentine's Day lovers. The collaboration with Ounass is a big step for SKIMS to expand in the Middle East and create buzz among a new target audience.

Sources: Wallpaper, FashionUnited, Luxus-Plus and Near+Far