Pure Beauty

Understated luxury and guerrilla claims top 2024’s retail design trends

Published: 6-Dec-2023

Experiential agency Backlash shares its expert advice on the immersive design trends brands should add to their physical retail spaces next year

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As we edge towards 2024, the narrative around retail design is one of transformation and innovation. 

Retailers and beauty brands are not only adapting to changing times but are actively shaping the future of their bricks-and-mortar establishments to meet consumers' new needs. 

2023 was a big year for pop-ups and retail events, ranging from small, one-day in-store experiences that rewarded brand communities to large-scale conceptual ideas that tapped into the cultural zeitgeist.

Experiential retail paves the way for a new era where physical stores are destinations for memories

But the retail space is set to evolve again in 2024, with a bigger focus on personalisation, experiential and making consumers remember why they love your brand. 

Katie Peake, Creative Director at experiential agency model Backlash, which creates events and experiences for beauty brands, reveals the four retail design trends she predicts will take 2024 by storm.

1. ‘Transformative’ retail experiences

Brands are recognising the importance of interactive services and moments within the physical shopping environment to drive footfall. 

This is why we will witness a much wider design transformation in bricks-and-mortar in 2024, where the emphasis will be on providing much more memorable experiences.

Despite being digital natives, 88% of Gen Z want to visit physical stores, according to a survey by commerce solution provider Aptos Retail, with special events and interactive displays cited as top draws.

This is why transformative experiential retail – characterised by a

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