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Ways of thinking, ways of designing, ways of reimagining. 

Read industry musings from the Marble Creative Studios team. 


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Insights.

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Insights

Brands have collaborated with universities to release limited fashion collections. <a href="https://adidas.asu.edu/" target="_blank" rel="noopener">Adidas teamed up with Arizona State University</a> to incorporate its school spirit into branded athletic wear, forming a long-term partnership intending to promote the college lifestyle to a wider audience. American universities are not short of collaborations, with <a href="https://broadcastreporting.org/brands-in-college-sports/" target="_blank" rel="noopener">Nike and Under Armour</a> also key players in creating collegiate sportswear that can be worn on and off the pitch. Seasonal catalogue drops provide year-round wardrobe options, as well as enabling sharing opportunities on social media via new range pop-ups. People want to be the first to post their new gear online representing their team and certainly don’t want to be the only ones without it.
These campaigns expand the college exclusivity, creating a trend outside of college students alone. By collaborating with the globally leading sports universities, these campaigns help cement big names such as Nike, Adidas, and Under Armour as frontrunners in styles beyond functional sportswear.

1. College Collabs

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Keeping up with the latest trends is vital in ensuring fashion brands release clothing that people actually want. The rise of the ‘academia aesthetic’ is certainly not one to be ignored. Apps like Pinterest’s top searches often mirror the latest trends that the younger generation is looking to be inspired by, so it’s no surprise that ‘BookTok’ is growing increasingly popular. Paring brilliantly with the academic aesthetic, people want that nostalgic feeling more now than ever &#8211; who wouldn’t want to go back to those good old days?
A wide range of people love the college aesthetic, often for nostalgic reasons and personal ties to friends and good memories. Collegiate fashion undoubtedly facilitates emotional brand connections, which consequently evoke a sense of brand loyalty. When you can resonate with a brand, you feel part of something, you’re more than just a consumer.

2. Tapping into Academia Aesthetic

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What better way to approach the collegiate trend than to immerse consumers in the full campus experience? Travis Scott recently launched his apparel line <a href="https://www.uscannenbergmedia.com/2024/04/05/travis-scotts-multi-college-tour-ends-at-usc/" target="_blank" rel="noopener">‘Jack Goes Back to College’</a>, and toured it around various US universities, concluding at the University of Southern California. Attracting both students and those outside of education, this tour perfectly demonstrated how to showcase the collegiate style, while also providing meet-and-greet opportunities, resulting in high social media exposure.
Limited-time pop-ups ooze exclusivity, and some other brands have also made the most of this. Urban Outfitters launched their ‘Shift happens’ campaign in July, with a seasonal back-to-school theme aimed at reaching out to Gen Z and inspiring their fashion choices. By hosting on-campus pop-ups paired with digital campaigns, brands are covering more touchpoints, creating memorable experiences and building long-lasting relationships.

3. Campus Catwalks


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Collegiate fashion offers a lifestyle that blends youth culture, pride, and street-savvy fashion. The rise of this trend signals a larger shift in how fashion brands are rethinking their strategies to build community-driven, emotionally-charged campaigns.
Planning your next fashion brand activation?

Final Thoughts

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THE RE:SET LAB

BRINGING TIMELESS STYLE TO REGENT STREET

TIMELESS BRITISH FASHION

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The Power of Experiential Marketing in Collegiate Fashion’s Comeback

No advert is more anticipated than British department store John Lewis. Ever since the brand’s 2011 ‘The Long Wait’ ad which saw a young boy counting down to Christmas to give a gift to his mum and dad on the big day, the brand’s festive commercial is always long awaited and dissected on social media. Subsequently, the brand has become synonymous with Christmas. John Lewis’ started seeing success with their Christmas TV ads when they switched from selling to storytelling and focused on creating a feeling that people resonate with, typically celebrating the non commercial side of Christmas that is about family, connection and togetherness.
Other brands that have chosen the emotive route have also seen similar success in this space. For example, H&amp;M’s 2016 advert directed by Wes Anderson in which a train conductor played by Adrien Brody orchestrates an impromptu Christmas celebration when a train faces delays taps into universal desire for kindness and community. While in 2023, Ikea Canada’s ‘Take a Holiday from the Holidays’ shows people escaping the celebrations in various bedrooms and bathrooms, tapping into the widely felt sense of overwhelm at Christmas and a clever antidote to the often saccharine messaging during this period.

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Beyond TV and the online space, successful IRL Christmas campaigns also take a similar approach. Airline KLM’s 2016 ‘Bonding Buffet’ campaign saw a table placed 4.5 metres in the air in the departure lounge at Amsterdam airport, only to be lowered when 20 solo travellers took a seat to enjoy their Christmas lunch together. The heartwarming campaign subsequently reached over 100 million people online. Cadbury’s ongoing Secret Santa Postal Service evokes a similar message. Empathizing with the fact that lots of people don’t have huge funds to spend at Christmas, Cadbury curated an initiative where people could send free chocolate, in secret, from a digital poster. Last year there were over 200 digital posters around the country and 150,000 chocolate bars were sent in secret while they also partnered with The Trussell Trust to donate chocolate to over 200 food banks to reinforce this messaging further. 
This approach to bring people together was also well excited by supermarket chain Asda in 2023 when they followed up their TV advert starring Michael Bublé with a Bublé themed karaoke-powered Christmas tree at London&#8217;s Kings Cross Station. The 20-foot-tall tree lit up in response to individuals singing Michael Bublé songs into a microphone creating interactive, joyous and memorable moments between friends. While the activation didn’t bring people into the store itself, it created strong associations with the brand which was accentuated with participants receiving free Asda Christmas treats.

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<a href="/work" target="_blank" rel="noopener">Creating activations</a> in store or via pop-up shops can also be hugely valuable for brands, especially over Christmas when footfall is higher generally as people make shopping an occasion in itself. A <a href="https://www.businessinsider.com/pop-up-shops-are-an-effective-retail-tactic-2019-6" target="_blank" rel="noopener">Google survey</a> found brands that had experimented with pop-ups, reported a 46% increase in sales, a 51% rise in market visibility, 66% greater brand awareness, and a 46% spike in social-media engagement compared to when they didn’t have a pop-up. Similarly, a survey from <a href="https://www.businessinsider.com/pop-up-shops-are-an-effective-retail-tactic-2019-6" target="_blank" rel="noopener">Storefront</a> found that worldwide, 80% of  retail companies that have opened a pop-up store said it was successful and 58% are likely to use the tactic again. 
For instance, Iceland’s 2018 Shopping on Ice campaign saw the brand creating the world’s first in-store ice rink in Stratford, London. The store was refitted with 250 square metres of synthetic ice allowing families to shop and skate. 500 families skated on the rink and the campaign instigated over 50 pieces of news coverage bringing festive cheer, building brand awareness and boosting sales. In a similar vein, bath and body brand Lush created excitement in store for the 2023 Christmas period when it launched the Lush Christmas Grotto in its Liverpool shop. The interactive experience with maze-like rooms inspired by Lush favourites enticed people with bath bomb workshops and gifts from Santa creating joyous moments between shoppers.

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While these successful Christmas campaigns vary in their scale and budget, the thread that runs through all of them is creating a sense of connection. If you can make people feel that, especially during the festive period, you are onto a winner.
If you’re planning a Christmas event activation, get in touch, we are full of ideas of how to get that connection with customer you’re searching for.

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The Magic of a Successful Christmas Campaign

A quick scan of the programming of past &amp; upcoming beauty shows confirms content is evolving beyond solely product masterclasses. Curated speaker line ups now focus on all aspects of lives from tackling the world of work and burnout, where <a href="https://www.stylist.co.uk/stylist-live/stylist-live-2023-sunday-schedule/834319" target="_blank" rel="noopener">Stylist Live 2023</a> dedicated an entire stage to Google Work Life, to the likes of the <a href="https://www.allbrightcollective.com/edit/articles/introducing-allbrights-live-well-summer-festival-2024" target="_blank" rel="noopener">Allbright Step Forward Summit</a> earlier this year which Marble brought to life, where speakers included Ai Editors, Psychologists, Nutritionists, Self Love Authors &amp; Hypnotherapists. Against a backdrop of professional beauty &amp; wellness expertise now being a Tik Tok search away, and growing trends such as the rise of <a href="https://www.traackr.com/blog/unsexy-products-beauty-influencer-marketing" target="_blank" rel="noopener">&#8216;unsexy products&#8217;</a> which shows consumers are more tuned in to decipher for themselves products based on their ingredients &amp; efficacy, it’s more important than ever for content to be exclusive, unmissable &amp; future focused.

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While content is evolving, it goes without saying that the audience of consumer beauty shows has also evolved. Longevity is one of the key beauty &amp; wellness trends for 2024 with consumer interest being <a href="https://www.harpersbazaar.com/uk/beauty/a46114525/2024-beauty-trends/" target="_blank" rel="noopener">multi generational</a>. A clear example of this is the success of the Current Body LED light therapy mask promising a reduction in visible signs of ageing, a current influencer favourite. Although most products are marketed towards 20-25 year olds, industry reports show there will be a shift of products being made for the 40 to 50 age group specifically, as well as technology being able to <a href="https://www.businessoffashion.com/articles/beauty/the-beauty-trends-shaping-the-future-of-the-beauty-cosmetics-wellness-industry-from-cosmoprof-worldwide-2024/" target="_blank" rel="noopener">provide highly personalised information</a>, such as rings showing your step goal has been reached, as well as if you have put on enough sun cream. Against this landscape, the <a href="https://www.mintel.com/insights/beauty-and-personal-care/uk-cosmetic-trends/" target="_blank" rel="noopener">introduction of tech into consumer beauty shows</a>, particularly into VIP lounges, provide a unique opportunity for engaging the “ageing well” population, leaving attendees &amp; tastemakers with a rich &amp; personalised ROI to last beyond the contents of their goody bags.

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For over a decade, Marble Creative Studios have handpicked speakers &amp; <a href="/work" target="_blank" rel="noopener">curated programmes</a> in house, and have brought to life production for some of the UKs most iconic consumer beauty shows including Good Housekeeping Live, with production underway for Good Housekeeping Live with Country Living show this November. Across an ever evolving landscape, there are unlimited opportunities to push forward &amp; create new ways to engage beauty lovers, from spotlighting particular communities, demonstrated by the hugely successful Beauty Beat, the UK’s only luxury beauty show for women of colour; to exploring how to create new content creation opportunities for the ageing well population &amp; gen-alpha; challenging traditional venues; to casting a sustainable lens across shows such as pre selecting goody bag contents to mitigate waste.

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Get in touch about your next beauty event

THE FUTURE OF BEAUTY

CREATING IDÔLE HOUSE

PRE-AUTUMN NEW SEASON CREATORS PARTY

SPELLBINDING AN INFLUENCER GUEST LIST FOR THE MAC HALLOWEEN PARTY

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The Evolving Landscape of Consumer Beauty Shows

Augmented reality has changed the sports industry and improved the matchday experience immensely. One of the best examples of AR in action is through its application in the NFL. 
Whether attending the game, or enjoying at home, the NFL’s AR technology allows the fan to be part of the match. Scan the pitch for your favourite player to see their live statistics, put yourself in the eyes of the coach &#8211; and argue why you’d be a better one &#8211; with interactive touchline cameras, and compete against your friends with minigames during the breaks &#8211; the use of AR in the NFL keeps fans engaged on matchday. Try before you buy merchandise photography and custom themed filters also encourage fans to show off their style on social media, resulting in increased exposure. Play by play replays allow fans to relive the special moments, as soon as they happen, elevating their matchday experience.

 1. Real Time Immersion


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Gamification is an accessible method for increasing fan engagement within the sports industry. Allowing fans to play their own way invites elements of competition, evokes pre-match anticipation, and enhances the excitement of the goal, try, or touchdown. 
Sports brands have commonly made use of ‘Fantasy’ games, whereby the fan selects a draft of players within a predetermined budget to build a team, competing globally against others to see who scores highest &#8211; and gets the bragging rights in the group chat. Restrictions within the rules require players to field diverse squads, ensuring coverage across all fixtures on a matchday. This requirement widens the player’s attention, spreading their excitement over multiple matches, ones which otherwise they might not have tuned in to.

 2. Play Your Way


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The Paris Olympics was a spectacle. Publicity galore from the second the torch was lit at the opening ceremony to the final hurdle jumped, Paris 2024 certainly didn’t lack in creating an unforgettable fan experience. One of the most notable instances were the Olympic fan zones. 
Located across the country, these fan zones set out to provide a collective opportunity to experience the spirit of the games. Providing live screenings, athlete meet and greets, and sports demonstrations, families and friends were invited to celebrate the culture of France and become part of the Olympic Games, sharing their memories online, surrounding the event with an organic buzz.

 3. Get Involved


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Marble Creative Studios don’t hold back when it comes to creating immersive matchday experiences. Aligned with the fanzones of Paris 2024, we stride to make <a href="/work" target="_blank" rel="noopener">our events</a> exciting, engaging, and inclusive. Here are some concepts we came up with for elevating an international rugby tournament:
<ul>
<li style="font-weight: 400;" aria-level="1">A giant inflatable obstacle course &#8211; what better way to stretch those legs and loosen up after travelling to the game than to test your agility amongst your friends and family?</li>
<li style="font-weight: 400;" aria-level="1">Food markets &#8211; Experience international culture through experimenting with taste. Get to know your opposition’s cuisine, or just boast about your own.</li>
<li style="font-weight: 400;" aria-level="1">Social Media Moments &#8211; Let your friends know where you are! Photo opportunities with impressive backdrops, sculptures, and attractions.</li>
<li style="font-weight: 400;" aria-level="1">Performance stage &#8211; Enjoy live music from a range of artists pre and post match. Listen to your favourites and explore new avenues of music. Express yourself!</li>
</ul>

 4. Innovating Fan Experience - Our Work


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Experiential marketing in the sports industry heightens the thrill of the matchday. Involvement, immersion, and engagement &#8211; fans want to feel like they’re part of the game and share their experiences. 
Marble Creative Studios innovate the experiential marketing space in sport, fashion, hospitality, and more… Why not get in touch about your next event?

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PADEL PLAY DATES

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4 Ways Sports Brands use Experiential Marketing to Elevate Matchday

Collaborations start to feel exciting when they enable an otherwise &#8220;out of reach&#8221; luxury brand democratically accessible &#8211; think <a href="https://www.jwanderson.com/gb/collaborations/uniqlo" target="_blank" rel="noopener">JW Anderson for Uniqlo</a>, <a href="https://gb.balmain.com/en/experience/balmain-x-hm" target="_blank" rel="noopener">Balmain for H&amp;M</a> or Swatch&#8217;s <a href="https://www.swatch.com/en-gb/bioceramic-moonswatch-collection/bioceramic-moonswatch.html" target="_blank" rel="noopener">limited edition watch series</a> with Omega, celebrating not only the moon landings and the watch Armstrong and co wore, but a host of mythical missions to other planets &#8211; Mission to Pluto, Mission to Jupiter, Mission to Mars, Mission to Neptune, mission to infinity and beyond. Good collaborations have serious commercial legs!
Of course, a collaboration can also build ethical credibility to an industry regarded as superficial and conceited. Kenzo&#8217;s big cat made its way onto a range of low &#8211; cost t-shirts made to promote the work of the WWF in the protection of endangered real big cats.
But the right collaboration can bring a sense of real meaningful magic, giving the otherwise unheard views and provocations of one collaborator, through the work and medium of the other, the opportunity to be seen and enjoyed. Back in 2017, designer Raf Simons, working with the Robert Mapplethorpe Foundation, gave the late photographers&#8217; ideas <a href="https://www.momu.be/en/magazine/collection-presentation-raf-simons-robert-mapplethorpe" target="_blank" rel="noopener">a platform for discussion</a>. Mapplethorpe bravely challenged gender stereotypes and controversially celebrated erotic practices like BDSM. But Simons didn&#8217;t make garments with printed Mapplethorpe images, but literally built Mapplethorpe&#8217;s values and sensibilities into the very fabric and structure of his garments. Garments became art, art became garments.

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Collaborators, in sharing a certain something &#8211; overt or nuanced &#8211; cross cultures, geographies, disciplines and generations. Each brings something distinct and special to the relationship, that when united, creates an object or experience that becomes far greater and deeper than the sum of its paring parts. Collaborations show us the beauty and the magic in tensions. Not as &#8216;oil and water&#8217; incongruous mash-ups, but colliding worlds that offer beautiful new alternatives and perspectives. And perhaps most critically, in doing so they encourage us fresh synaptic connections. They give us a glimmer of what can be realised when we share (the risk and the reward), innovate, cross-pollinate and tango together.
But it runs deeper than mere fashion and lifestyle branding. There&#8217;s a strong argument to suggest that collaborations, if not exactly changing the world, certainly played a critical role in the evolution of modern culture.

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We can bravely say that &#8216;dynamic duos&#8217; have changed the world. But only when there&#8217;s mutual admiration and co-dependency. (Were talking fiction now, but Batman would never share the glory with his side-kick Robin and Sherlock&#8217;s ego would also prevent Dr Watson being a real partner in the business.) Its probably why Lennon and McCartney is generally regarded as the greatest creative collaboration of all time. (Elton and Bernie will no doubt protest). John&#8217;s edgy attitude and sometimes philosophical lyricism, combined with Paul&#8217;s crowd-pleasing and exuberant musicality. Both bringing a quality the other couldn&#8217;t. A tension par excellence. The solo work of both post Beatles feels two dimensional compared to the timeless magic that happened between 1960 and 1970. Like we said, great collaborations have serious legs.

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Things Dan likes: The Beauty in Cool Collaboration

More brands are integrating sustainable materials into both their products and activations, from organic cotton and recycled fabrics to biodegradable alternatives. Showcasing these materials during brand activations educates consumers on the importance of sustainable fashion, turning awareness into action. Brands are also increasingly adopting minimalist, recyclable, and reusable packaging. Stella McCartney has long been a pioneer in sustainable fashion. Her brand activations prominently highlight eco-friendly materials like biodegradable faux leather and recycled polyester, reinforcing her brand’s deep-rooted commitment to sustainability. These efforts resonate with environmentally conscious consumers, solidifying her brand&#8217;s reputation. We were briefed by Absolut to create a platform for sustainable fashion. We used rubbish from LFW parties and backstage offcuts, recycled materials from local bars, and ocean plastic to create the Absolut runway.

Using Sustainable Materials

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Ethical fashion starts with fair labour practices. Brands that maintain transparency in their supply chains and are committed to fair wages and safe working conditions earn consumer trust. Activations that tell the stories of workers behind the products humanize the brand and underscore its ethical values. Producing goods locally reduces carbon emissions from transportation and supports local economies. Brands that emphasize local production in their activations appeal to consumers who prioritize both community support and environmental responsibility. Patagonia is a trailblazer in <a href="/design-build" target="_blank" rel="noopener">ethical production</a> and transparency. Its brand activations often highlight the brand’s commitment to fair labor and sustainability, such as its Worn Wear program, which encourages customers to repair and recycle gear. This not only promotes environmental consciousness but also inspires customers to take part in the sustainability journey.

Ethical Production Practices

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Upcycling breathes new life into old or discarded materials, reducing waste and showcasing creativity. Brands that feature upcycled fashion in their activations can stand out for their innovative approach to minimizing environmental impact. Brands that incentivize customers to recycle their old clothing help close the loop in fashion production. Offering discounts or loyalty points for returned garments engages consumers in the brand’s sustainability efforts and fosters a deeper connection to ethical consumption. Levi’s is leading the way in promoting sustainability through its Tailor Shop, which offers customization and repair services to extend garment life. The brand also highlights its Water&lt;Less and WellThread collections, designed to reduce water usage and utilize eco-friendly materials, effectively combining sustainability with style.

Upcycling and Recycling Initiatives

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Transparency is essential for building trust with consumers. Brands that openly share their sustainability efforts, including the challenges and progress, foster deeper connections. <a href="/creative-agency" target="_blank" rel="noopener">Storytelling</a> during activations provides an authentic way to communicate these initiatives, helping consumers feel more connected to the brand’s mission. Stanley / Stella tasked us with the primary objective of showcasing their 2024 collection to their partners and dealers. We crafted a series of installations and displays, strategically designed not only to captivate but also to educate attendees about the sustainable practices deeply ingrained in Stanley / Stella’s production processes and their latest garments. Each facet of the collection was meticulously highlighted, reinforcing the brand’s commitment to environmentally conscious fashion. This transparency fosters trust and builds strong relationships with eco-conscious customers.

Transparent Communication and Storytelling

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Brands that prioritise sustainability not only contribute to a better world but also cultivate lasting loyalty and meaningful connections with their audiences. As consumer awareness grows, the brands that lead with sustainability will shape the future of fashion. Do you want to be among them?

Get in touch about your next activation

CLIMATE FORWARD FASHION

REINVENTING FASHION FOR A BETTER WORLD

THAT'S ABSOLUT TRASH

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The Role of Sustainability in Fashion Brand Activations

<h3>1. Blending Digital and Physical Worlds</h3>
The fusion of digital and physical experiences is becoming a key feature of experiential retail. Brands are using augmented reality (AR), virtual try-ons, and interactive screens to make shopping more interactive and personalised. Rebecca Minkoff’s flagship store in New York, for instance, features fitting-room mirrors that allow customers to browse inventory, request different sizes, and even order drinks without leaving the room. These technological touches enhance convenience and personalization, making each visit more engaging and tailored to individual preferences.

<h3>2. Personalization &amp; Customization: Making Every Purchase Unique</h3>
Personalisation is a cornerstone of experiential retail. Whether it’s offering one-on-one service or allowing customers to customise their products, brands are creating bespoke experiences that make consumers feel special. Levi’s Tailor Shop is an excellent example, where customers can add custom embroidery, patches, or alterations to their jeans, turning a standard purchase into a personal creation. This focus on individuality not only deepens the customer connection but also transforms shopping into a creative, memorable experience.
<h3>3. The Power of Multi-Sensory Experiences</h3>
Experiential retail goes beyond what you see, it’s about engaging all five senses to create an immersive atmosphere that sticks in the mind long after customers leave. Aesop, known for its minimalist store design, enhances the sensory experience with soothing music, natural scents, and tactile product displays. Every detail is meticulously curated to evoke a calming, thoughtful atmosphere, making the shopping experience more than just a transaction—it’s an emotional reset.

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<h3>4. Building Communities Through In-Store Events &amp; Workshops</h3>
By hosting events and workshops, brands can transform their retail spaces into community hubs that offer more than just products, they provide a sense of belonging. Lululemon excels in this by holding in-store yoga classes and wellness workshops that not only attract fitness enthusiasts but foster a sense of community. These activities strengthen the brand’s identity as a wellness advocate and ensure that customers leave with both products and meaningful experiences.
<h3>5. Art &amp; Cultural Collaborations: Where Fashion Meets Creativity</h3>
Partnering with artists and cultural institutions allows fashion brands to create dynamic spaces that celebrate creativity while elevating their retail environment. Louis Vuitton’s collaboration with Yayoi Kusama, featuring Kusama’s iconic polka dots, is a perfect example. These visually stunning pop-up installations attracted both fashion lovers and art aficionados, creating a buzz that transcended the shopping experience and reinforced the brand&#8217;s place at the intersection of fashion and art.

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These strategies are proving to be highly effective for in-store brand activations, fostering lasting connections that resonate far beyond the checkout. As the retail landscape continues to evolve, experiential retail will undoubtedly play a pivotal role in shaping the future of fashion, making stores destinations that inspire and engage. Wanting your next experiential retail project to stand out from the crowd?

Final Thoughts: The Future of Experiential Retail in Fashion

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SPOTLIGHT ON: FASHION RETAIL ACTIVATIONS

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How Fashion Brands Are Transforming Stores into Immersive Destinations

<h3>1. Augmented Reality Fittings</h3>
Augmented reality (AR) is revolutionising the way customers interact with <a href="/fashion-brand-activations" target="_blank" rel="noopener">fashion brands</a>. AR fitting rooms allow shoppers to &#8220;try on&#8221; clothes virtually, without the need to physically change outfits. This technology not only enhances the shopping experience but also allows for personalised recommendations based on individual body shapes and styles. Imagine stepping into a pop-up shop where you can see how an entire wardrobe looks on you with just a few taps on a screen. Zara&#8217;s AR pop-up shops have set a benchmark in the fashion industry. By incorporating AR mirrors, customers could visualise how clothes would look on them without stepping into a fitting room. This innovative approach not only streamlined the shopping process but also created a unique and memorable experience for shoppers.
<h3>2. Experiential Installations</h3>
<a href="https://marbleldn.com/" target="_blank" rel="noopener">Experiential installations</a> are about creating a narrative that customers can step into. These installations use creative decor, lighting, and sound to transport visitors into the brand&#8217;s world. By immersing customers in a story, brands can forge a stronger emotional connection and make the shopping experience more engaging. Chanel took <a href="/" target="_blank" rel="noopener">brand activation</a> to the next level with its Coco Game Center pop-up. Designed like a retro arcade, the space featured games themed around Chanel products. Customers could play, win prizes, and interact with the brand in a fun and novel way, making the shopping experience memorable and shareable.

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<h3>3. Customisation Stations</h3>
Customisation is a powerful trend in fashion, and pop-up shops are the perfect venue for it. Offering customisation stations where customers can personalise their purchases adds a unique touch to the shopping experience. Whether it&#8217;s adding monograms, choosing fabrics, or designing accessories, these stations allow customers to create something truly unique. Nike’s By You Studio pop-up allowed customers to design their own sneakers. Using digital screens and a variety of materials, shoppers could create custom footwear tailored to their style. This level of personalisation not only attracted sneaker enthusiasts but also generated buzz on social media, thanks to the shareable nature of the experience.
<h3>4. Multi-Sensory Experiences</h3>
Multi-sensory experiences engage customers on multiple levels, creating a more profound and memorable interaction with the brand. These experiences might include scented environments, tactile displays, interactive audio elements, and even taste sensations related to the brand’s aesthetic. Dior&#8217;s pop-up shops often incorporate multi-sensory elements, such as their fragrance pop-ups. These shops are designed to engage the senses through ambient scents, lush visuals, and luxurious textures. By <a href="/design-build" target="_blank" rel="noopener">creating an environment</a> that appeals to multiple senses, Dior ensures that customers have a rich, immersive experience which translates to sales.

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Interactive Pop-Up Shops: The Key Player in Experiential Retail

<h3>1. Driving Foot Traffic and Increasing Dwell Time</h3>
When food is introduced into retail spaces, it serves as a powerful draw. People are naturally attracted to venues where they can dine and shop in one location, making food a key driver of foot traffic. Once inside, the presence of food and drink options encourages visitors to linger longer, increasing dwell time. The longer a customer stays in-store, the more likely they are to explore and engage with products, leading to greater exposure and the potential for higher sales. The fusion of food and shopping elevates the retail environment from transactional to experiential, enticing consumers to return for more.
<h3>2. Creating a Multi-Sensory Customer Journey</h3>
Shopping is no longer just about purchasing products—it’s about the <a href="/design-build" target="_blank" rel="noopener">experience</a>. By combining food with retail, brands can offer a multi-sensory journey that goes beyond the visual appeal of merchandise. The aroma of freshly brewed coffee, the taste of a gourmet snack, and the social atmosphere of dining all contribute to an enriched, emotionally driven experience. This sensory layering deepens the connection between consumers and brands, leaving a lasting impression that sets the store apart from competitors.

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<h3>3. Amplifying Social Media Buzz</h3>
In the age of social media, food is one of the most shareable forms of content. A well-designed café or food counter within a retail store can become a hotspot for Instagram-worthy moments. Whether it’s the aesthetic presentation of dishes or the ambiance of the space, customers are motivated to capture and share their experience online. This organic content creation extends the brand’s visibility far beyond the store’s walls, with social media acting as a powerful amplifier for word-of-mouth marketing. A visually stunning food experience not only enhances the in-store atmosphere but also drives online engagement, making the brand trend-worthy across platforms.
<h3>4. Unlocking Cross-Promotional Potential</h3>
The blend of food and retail also opens up exciting opportunities for cross-promotion. Brands can collaborate on exclusive products, curate themed events, or design limited-time offers that integrate both shopping and dining. Imagine a high-end clothing store offering a wine-tasting event, or a cosmetics brand launching a beauty brunch experience. These synergies create a sense of exclusivity and add layers of value to the consumer’s experience. Themed events and partnerships can drive urgency and excitement, making customers more likely to engage with both the retail and culinary offerings.

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<h3>5. Boosting Brand Loyalty Through Memorable Experiences</h3>
By merging food and retail, brands have the opportunity to create memorable experiences that go beyond a simple purchase. These immersive environments foster a sense of community and belonging, as customers connect over shared experiences in-store. The combination of shopping and dining can turn a one-time visit into a tradition, encouraging repeat business and deepening brand loyalty. When a brand becomes synonymous with enjoyable experiences, it moves from being just a retailer to being a lifestyle choice.

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As the world of <a href="/food-beverage-brand-activations" target="_blank" rel="noopener">experiential retail</a> continues to evolve, the fusion of food and shopping is set to become even more innovative. By offering consumers dynamic, multi-sensory experiences that combine the best of both worlds, brands can not only attract more visitors but also foster lasting connections. If you’re looking to elevate your next retail activation with a blend of food and shopping, let us help you create an unforgettable experience.

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Experiential Retail: Blending Food and Shopping for a Unique Consumer Experience

TikTok has become an obvious tool in promoting events for a number of reasons. Firstly, TikTok’s video format showcases events in a captivating and convincing style. Whether it’s teaser videos, behind-the-scenes action or IRL audience reactions, TikTok is arguably the best app for showing this content in a dynamic way. TikTok is often seen as the more ‘real’ social media platform, especially in comparison to the shiny highlights reel of Instagram, which provides a platform to promote events more authentically, whether answering follower questions or providing real-time updates. By building audiences more organically, brands can foster closer connections which can lead to more engagement and subsequently event attendance and sales.
Secondly, TikTok can be used by brands big and small to promote their events successfully. With TikTok’s algorithm based on the success of individual posts not overall follower count, any content that resonates can go far. This sentiment feels even more pressing with discussions around engagement on Instagram dropping amidst claims more than half of content viewed is recommended by AI. Thirdly, the other big factor is TikTok’s audience, which is largely a youthful user base who are often the ones that event organisers are looking to target.

Capturing Authenticity

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When it comes to <a href="/marketing-content" target="_blank" rel="noopener">event promotion</a>, for any brand wanting to target younger millennials or Gen Z, TikTok can’t be skipped. By using TikTok as a promotion tool for events, brands can tap into ready made communities such as #booktok #mentalhealthtok or #sustainabilitytok. While it may sometimes seem counterintuitive to sing the praises of the offline world in an online space, TikTok helps brands reach digital native audiences who are keen for opportunities to form community IRL born out of connections formed online.
TikTok’s role as a sales platform for events was given a boost earlier this summer when global self-service ticketing platform Eventbrite announced a new partnership. The collaboration makes the process of promoting Eventbrite events on TikTok a seamless one with TikTok users able to add event links to posts. For users, it’s easier than ever to buy tickets without leaving the app. This new function comes shortly after the introduction of Eventbrite’s Share on Social feature, where creators can post directly to TikTok from Eventbrite. As these platforms become increasingly integrated, we are likely to see more cross-promotion and TikTok becoming even more popular for event hosts as a means of marketing successfully.

Transforming Communities & Event Accessibility

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Beyond the ticket sales themselves, businesses are also increasingly using TikTok in an ongoing way to showcase their events amidst a wider brand-building strategy. This was most evident at the Paris Olympics this summer which was dubbed the first TikTok Olympics. While the games have long relied on being seen on TV, this time around both the Olympic organising committee itself and brands targeting Olympic viewers had to think about how to market on TikTok. Across the board, many adopted this strategy reaffirming TikTok’s importance. For example, Team Great Britain appointed TikTok as an official partner to help their athletes to connect with new audiences and grow their fanbase while Team Canada and brand partner Lululemon chose to first drop their Paris 2024 kits on the platform.
The design of events themselves is also shifting to take into consideration how it will end up on TikTok. We all remember when in the early days of Instagram, brands started creating &#8216;grammable&#8217; backdrops to snap a photo in front or photogenic cakes to document for upcoming posts. It’s a trend that has never really died but one that has evolved with the changing demands of social media. With video-led TikTok, brands have to always think about how their events will translate into video and with that, create enticing video-ready opportunities that TikTok users will want to capture.

Showcasing the Extraordinary

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As always, keeping agile and current is always going to be key when maximising the most of social media. We can’t predict what trends will go viral next on TikTok but we know for sure, it’s influence is well and truly here to stay.
Need help planning or promoting a TikTok-worthy event or campaign?

Insights.

Ways of thinking, ways of designing, ways of reimagining. Read industry musings from the Marble Creative Studios team.

Ways of thinking, ways of designing, ways of reimagining.

Read industry musings from the Marble Creative Studios team.