Retailers are becoming even more creative with their physical offerings: Rent the Runway has partnered with WeWork, a shared workspace provider, to open drop-off points inside WeWork office spaces. And Huckberry will feature seven unique “adventure itineraries” at its first physical space in New York City, detailing travel plans and the items shoppers should bring on their trips.
Rent the Runway will add drop-off boxes in Chicago, Los Angeles, Miami, New York City, San Francisco and Washington, D.C. Shoppers who operate out of a WeWork office also will receive a discount on Rent the Runway memberships. Additionally, 10 WeWork members from across the country are being featured in a photo shoot that shows off the clothing available through Rent the Runway. The campaign combines fashion with success stories about women balancing their professional and personal lives.
Huckberry Highlights Adventures For Its Outdoor Gear
The itineraries offered to shoppers at Huckberry’s pop-up will range from the local “West Village Drinking Tour with Jack Kerouac” to the far-flung “72 Hours In Iceland.” The travel plans also include discounts on some of the suggested stops and a curated list of appropriate menswear tailored for the journeys.
The adventurous feel will be augmented with in-store events, including an Iceland-focused Q&A session and book signing with adventure photographer Chris Burkard. Other plans include fireside chats with Huckberry ambassadors, product demos and live programming with media partners including Men's Journal and Popular Mechanics.
Other retailers have been experimenting with their own experiential twists. L'Occitane opened a New York City store in August that includes a “bike through Provence,” where shoppers can ride stationary bikes against a scenic French background, and a VR-powered hot air balloon ride over France where shoppers can get a free hand massage. To keep things fresh, up to 60% of the in-store setups will change approximately four times per year.
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