Creative Director Richard Bennett outlines six ways brands can approach retail design to better shape consumer experience to engage consumers in 2026 (and beyond).

Right now, people are living through a myriad of exceptionally challenging global trends and events, spanning the climate crisis, political and economic instability, rapid tech acceleration and rising levels of loneliness, stress and anxiety. And these factors are dramatically reshaping consumer needs, with shoppers actively seeking out experiences that offer them a connection to others and their local community and an escape from real-world concerns.

To cut-through and build lasting brand loyalty in 2026 and beyond, retailers must therefore engage with customers on a much deeper level. Retail is no longer about just shopping - it’s about creating immersive, dynamic, connected, personalised environments that captivate and inspire.

As well as offering a retail world that is seamlessly connected - both digital and physical - brands must design retail spaces that are consistently creative, purpose-led and community-first.

Here are six ways brands can approach retail design to better shape consumer experience to engage consumers as we look towards 2026 and beyond:

Immersive escapism

Mounting research shows that today’s consumers have a growing desire to escape from everyday stress. To meet this need, a recent study from VML shows that 65% of consumers want brands to wow and excite them with out-of-the-box marketing. Brands should aim to create an environment that offers escapism, entertainment and inspiration.

Retailers, from Lego to Louis Vuitton, are embracing the retailtainment trend and offering a wide range of activities and immersive experiences. Among the most creative is Korean eyewear brand Gentle Monster, which designs stores that are an unexpected collision of retail and surrealism, aiming to transport visitors to another world, such as its kung fu inspired store in London featuring large alien figures and elaborate set design.

Crafting experiences that are multi-sensory offers escapism, as well as driving emotional connection, memorability, and brand love. At Dalziel & Pow, we worked with the Guinness Storehouse to create the Ingredients Experience, bringing Guinness’ four ingredients to life and telling the brand story through a series of immersive and interactive installations. Along with bespoke scents and soundtracks, the installations mixed innovative technologies with natural materials, including a world-first 14-metre curved water curtain; 40,000 bunches of barley sourced from a farm in County Laois; and a large LED screen above the barley recreating Ireland’s dramatic and changeable weather.

Community-first

Delivering spaces that tap into local culture and build communities allows a brand to build more meaningful and long-lasting relationships with consumers. For example, Bandit Running’s retail space in Manhattan in New York has the look and feel of an urban apartment living room and offers a community hub for runners, offering people much-needed real world social communication.

Eataly, the global gourmet retailer, is another brand prioritising community by offering spaces where visitors can take classes and connect with culinary experts.

Customers as creators

To boost loyalty and engagement, brands can personalise the shopping experience and support consumers to co-create and collaborate with your brand. This not only boosts customer loyalty and trust, it can lead to better products and services.

At Tony’s Chocolonely’s store in Amsterdam, visitors can watch the chocolate getting made and also create their own customised chocolate bar. Uniqlo customers can design their own bags and t-shirts at select stores, while Converse offers fans the opportunity to design and personalise their shoes.

Responsive retail

Designs that are flexible and programmable keep consumers inspired and coming back for more, also allowing retailers to adapt for different spaces, locations, and to scale at ease.

This flexibility also enables brands to tap into drop culture more effectively, with retailers, from JD Sports to Glossier, turning product drops into in-store events. Fashion brand Anya Hindmarsh is particularly pioneering when it comes to responsive retail, with its London concept pop-up shop, which revolves every six weeks and continually switches themes; for example from an ice cream parlour to a diving shop.

Purposeful retail

Consumers are seeking out brands that connect with their values. Most people are willing to pay more for sustainability, even with cost of living pressures, a recent PwC study shows. Purposeful brands that can truly demonstrate their values have an advantage.

Skincare brand Haekels showcases its sustainable processes within its stores and at its Lab, which is designed to reduce the carbon emissions from growing, processing, shipping and manufacturing natural ingredients.

Brand storytelling

Creative storytelling helps to humanise a brand and build an emotional connection with customers. Shaping a narrative in a way that inspires the brand’s target audience will bring a retail space to life and enables it to align more closely with the brand ethos.

Electric adventure vehicle brand Rivian has created welcoming showroom spaces in cities across the US that are specifically designed to inspire and enable people to explore the outdoors, with visitors treated to a wealth of information and advice on local and regional destinations specially curated for that particular location.

Retail is entering a new era — one defined by emotion, purpose, and participation. To stay relevant in 2026 and beyond, brands must design experiences that respond to human needs, not just market trends. Those who connect creativity with community will not only stand out — they’ll stand the test of time.

If you'd like to discuss a project with us, reach out at newbusiness@dalziel-pow.com.