We hear so much about experiential retail these days—what do you think customers are really looking for when they walk into a store now?

Even though “experiential” has the potential of becoming yet another industry “buzzword,” I think there is something to be said about retail’s shift from a focus on the transaction to a focus on the consumer journey. Many customers are looking to feel recognized by a brand or feel as if they are a part of that brand – they want that retailer to align to their own personal goals and values. This can be accomplished through various approaches, but I think the most successful retailers do this through a blend of digital touchpoints, engaging store associates, eye-catching design and a robust omnichannel approach.

From where you sit, what trends do you see shaping the future of physical retail spaces?

There are many trends – old and new alike – that ebb and flow as the years go by. Around 2012, the concepts of showrooms and localization and authenticity were high priority. Then new concepts like BOPIS (Buy Online, Pickup in Store) began taking center stage. I think now it’s a blend of all those things impacting design, alongside “hotter” trends like the use of GenAI or personalization.

Is there a trend you think isn’t getting enough attention—something more retailers should be leaning into?

The incorporation of EV charging stations. For example, a mall or mixed-use center could look toward incorporating EV charging stations in strategic positions around their property, perhaps encouraging EV drivers waiting for their cars to charge to come in and make a purchase. There are many EV charging stations now that allow the ability for digital promotions that retailers could also utilize. Another trend is sensory design (engaging all senses through sights, sounds, smells), which goes along with accessibility at design. LEGO is a great example of these trends. Recently they began incorporating sensory kits for neurodivergent shoppers, making the shopping experience more comfortable.

How do you imagine the role of physical retail evolving over the next five years?

I think retail will continue to evolve from transactional to the experiential. Since the pandemic, consumers are actively seeking experiences outside of the home, and retail can serve to be one of those experiences. Even though retail may continue to morph and evolve, I don’t think it will ever go away – it’s an outlet for human connection, to touch and feel product, to stimulate the senses and to be inspired.

In a world that’s increasingly digital and personalized, how are smart retailers rethinking store design to stay relevant and stand out?

I think it’s a combination of factors, but a truly seamless experience between channels (online, physical) paired with intriguing store design is a winning strategy. When it comes to store design in general, I think we’re seeing a shift toward minimalism for some retailers, visually allowing their product to be the stars of the show. On the opposite end of the spectrum, some retailers (e.g. Top Toy’s global flagship in China) are going over the top with lights, colors and materials. I think it really boils down to what’s best for your brand and your customers. A store’s design should reflect the brand’s ethos.

As editor-in-chief, you get to see so many creative ideas. What’s one of the most memorable store environments or displays you’ve come across lately?

There are so many good projects out there right now. I think over the past six months, some that have stuck out to me include SKIMS New York flagship, Louis Vuitton’s temporary space off Fifth Avenue, and Printemps’ latest flagship in New York. Of all of those, SKIMS made the biggest impression visually – from its larger-than-life statue at its entrance to the soft-touch materials and displays. Everything looks, and is, buttery soft inside the store, just like its products. From a purely VM standpoint, Louis Vuitton’s temporary store features stacked luggage from floor to ceiling in its atrium that is truly a “wow” moment. In terms of superbly quirky and fun environments, Shirokuro, a sushi restaurant, impresses with its design that makes patrons feel as if they’re in a 2-D environment. (Very trippy!)

Sustainability is clearly becoming a bigger part of the conversation. Have any recent innovations in materials, experiences, or store design really stuck with you?

We recently featured The Ordinary in London, a beauty brand with a small physical footprint. From its packaging to fixtures, everything is sustainable or recyclable in some way. They are also good about communicating their sustainability initiatives to customers, which I don’t think all brands are great about doing unfortunately. I remember visiting a store that had recycled fixtures made from ocean plastic. I only knew this from receiving the retailer’s press releases on the store. There was no signage or communication to be found explaining this to shoppers. If I were a “regular” customer, I would have no idea the fixtures were so unique.

What’s something about retail that still surprises—or delights—you?

Windows always surprise and delight me. They are often the first touchpoint for a retailer or brand and it’s amazing to see what many visual merchandisers accomplish with tight budgets and in tight spaces. Even spectacular displays, like the ones Bergdorf Goodman creates each holiday season, are packed into windows that are only about 4-feet deep. It’s also incredible how “small” windows, like the ones at Tiffany & Co., still manage to tell an immersive story within a very compact footprint. Creativity at its finest! 

As a writer, what are you reading these days?

I probably don’t read enough, admittedly, beyond retail news! Retail Dive, Women’s Wear Daily, and Business of Fashion are my go-tos. On my book reading list currently is Mark Hoppus’s memoir “Fahrenheit-182” focusing mainly on his time in the band blink-182, as well as the rest of the sci-fi “Expanse” book series (I’m on book three now). Outside of reading, I’m a gamer and have logged more than 500 hours into “Baldur’s Gate 3” on