A brands attention to the pace and demands of contemporary life presents an integrated view of design and retail with the launch of a new formula boutique
Women’s designer fashion and accessories retailer, Pinko
, recently debuted the basic design of a new hybrid shop concept in Milan during fashion week.
If, on the one hand, e-tail is the tool of choice in contemporary purchasing, on the other remains the indisputable physical and sensory appeal that clothes and accessories exert when actually seen and touched. Aware of this dichotomy, Pinko offered its take on retailing that combined the immateriality, immediacy and continual change of the virtual with the physicality and allure of the real.
“The idea is not unlike hybrid cars,” explained Pietro Negri, founder and president of Pinko. “Ten years ago no one would have bet on hybrid cars but today they’re a fact to reckon with.”
Integrating the real and virtual
“And as with hybrid cars, where the energy of motion recharges the electric motor, providing real fuel savings with a positive impact on the environment, so the hybrid shop enriches the shopping experience with unusual content, making it possible to frequently rotate the product that gratifies and attracts the final customer without weighing on the overall budget of each store,” Negri added. “The integration between real and virtual is the key: and in our opinion it is on this combination that retail’s future will be staked.”
The hybrid shop is an evolution of the Pinko boutique, where podium displays on a mannequin help the shopper see entire outfits as they are worn, enabling them to appreciate fit, materials and details. At the hybrid shop a set of digital screens expands the space of the boutique, making it possible – through images and renderings – to explore the whole collection and discover variations and items to mix and match that are not necessarily in the shop, but available in the main warehouse and so quickly procurable.
The retailer added that physical contact with clothes is virtually enhanced and expanded in the hybrid shop. “The techno-entertainment of digital-screen surfing defines a new shopping experience that is both tangible and electronic and above all ultra-personalised,” it stated.