Brands are no more static merchandise people buy to fulfil needs and desires. They are like human beings. They have features, colour, shape, size, personality, feelings, even the ability to interact with other people. Hell, to grab your attention, they’re even getting creative!
Yes, retail design firms like The Science Project are now breaking the norm of store design by using creative disruption. They’re creating magical, mind-boggling, and mostly award-winning environments to revolutionise brand experience and change customer behaviour and expectation. The ideas smack of boldness and originality and are devised by a highly inventive team of artists, scientists, and innovators, who are also skilful storytellers. Of course, not everything has to be extreme or eccentric; the idea is to spark interaction and the creativity is always rooted in strategy.
Creative disruption amalgamates digital, mobile and physical spaces to impact the consumer journey at every step.
Imagine walking past a storefront and being beckoned by its window to come play! To attract holiday shoppers, Bloomingdale’s “All Wrapped Up” conceptualised a seasonal window experience with three interactive mobile games. Using their mobiles, customers could pick their players and play with the window and other shoppers. To sweeten the deal, they were encouraged to enter their data into a sweepstake and shop in the store to stand a chance of winning.