The era of shrinky dink space
The brand experience is getting small. The mini retail environment is popping up. Take BoxPark the world’s first pop-up mall in Shoreditch or the new mezzanine at Waterloo station.
More and more opportunities are coming along to put a brand in a small space. And many big brands want to have a bit of the small scene. From Shoreditch opposite the Tea Building to the mezzanine at Waterloo station, the mini brand environment is thriving.
If you walk down Electric Avenue, Brixton's eclectic shopping experience, you will find an amazing approach to sharing space and making an environment great. The shrinky dink approach to space has always existed. But will it stretch to big burly brands as they squeeze into tiny spaces.
The brand environment space squeeze is only just beginning. There is little more space to build the next Blue Water and Westfield in many cities across the UK.
I find it exciting that small is beautiful. Many cubicles lined up on an equal footing. You can quickly access displays and merchandise. BoxPark by the Tea Building in Shoreditch is like browsing a collection of Penguin books on a shelf, conformatory and individual at the same time.
Check out more pop up small brand environments for yourself.
