Over the past two years I have seen a rise in experiential marketing. The trend is about brands or companies creating these stores or spaces that feature some sort of an experiential factor within it. The experience can vary based on what the brand is, for example it can be an immersive media interactive room or a way for consumers to interact with the brand in a new way. Whatever it is it entails focusing more on the experience and less on the product.
The trend comes from the fact that younger generations such as Millennials and Gen Z value different things than past generations have. Millennials are a generation that are known for valuing the experience over other things. Brands that create experiences can create a lot of publicity because when people go there they might take pictures for their Instagram and post it on their feed. By doing so more people see it and want to go which creates a natural buzz around the brand or product. I have seen a variety of different brands use this trend to promote different things.
I visited several different stores on the west side in the Chelsea and Meatpacking area. I went to the Dior pop-up store which creates an immersive experience by transforming the space into an area where you can explore all the different patterns Dior has to offer from its new collection. It is separated into different areas where each area has a specific pattern and the clothes from that pattern are shown there. It’s an immersive experience where you can touch and feel all the different patterns and fabrics. There is also a Holiday corner where they have set up a Holiday dinner table. The other store I went to was the new Intersect by Lexus brand experience. Intersect by Lexus just opened in the Meatpacking District and according to the people that work there it’s a brand new endeavor where they want people that don’t necessarily own cars now to connect with the brand. It features a little museum, a café and then a restaurant and bar upstairs. The concept for the restaurant is very interesting because they bring in different chefs from around the world to create menus for it and they will change out the chef every four months. I also visited the Mickey Mouse store which is a part of the Mickey Mouse museum. In that store is a room that is decked in head to toe with different neon furniture and knick-knacks.
I see this trend evolving even further into something similar to what Lexus has done. Brands will create spaces where consumers, that wouldn’t necessary buy the product right now, would come in and interact with the brand in different ways which might pay off for the brand in the future. I also see companies going even further with connecting specific product launches with a specific experience that makes people excited about that new product.
Dior
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Intersect by Lexus
Mickey Mouse Store
(All photos by me)