IT’S THE EXPERIENCE PER SQUARE METER
…AND NO LONGER ABOUT SALES PER SQUARE METRE.
That and much more we learned in our interview with Nicole Srock.Stanley, CEO & Founder of the DAN PEARLMAN Group.
“We are living in an exciting time: the retail is changing. Homo Sapiens becomes Homo Ludens – the human being who moves playfully through the world and wants to shape it individually,” said Nicole. In our conversation she clarified that shopping has primarily become a leisure activity in and that retailers has to understand their role as a destination.
Nicole Srock.Stanley is also the creative director of Bikini Berlin. With the mission of meeting the necessary changes in retail and becoming a host for creativity.
The approach is to create an experience in retail that is not repetitive, rather than remains agile and exciting for its participants (visitors, artist and business) due to ever new and different influences and ideas by people. For example art installations in the entrance area or changing exhibitions create spaces in between that evoke encounters, far away from classical shopping.
The Bikini Berlin does not want to be the sender, but the provider – because it not only provides space but also (external) appearance and is the host for artists and creative people as well as anyone who is interested. The retailers of the shops themselves remain for the most part in their usual role – but in Bikini Berlin they are part of a platform that offers much more than just classic retail.
A visit is always exciting, as BIKINI itself is of course been constantly evolving since it opened.
We conducted this interview as part of the Fifteenseconds Festival in Graz, where Nicole Srock.Stanley, CEO & Founder of Dan Pearlman, gave a lecture on “Retailing: Experience per square metre”.
With the BON PRIX shop concept in Hamburg, DAN PEARLMAN is currently demonstrating how digitisation is finding its way back into stationary retail: