The Briefing

Issue 23

Welcome to our weekly edition of The Briefing, sharing innovations, news, and insights that have caught our eye. Thanks to David W, Jake, and Celine for this week’s contributions.

Dalziel & Pow
By Dalziel & Pow
Posted 16. 07. 2021

Conde Nast has created a brand space for their allure magazine, bringing product, content and influencer marketing into a permanent IRL setting. This sees the space become an extension of their media platform, living up to the often suggested strategy that ‘the store is media.’

Screenshot 2021 07 16 at 13 52 46
© Allure

How to activate virtual air space? Brookfield Properties partners with The Aria Network to use geofencing to leverage the virtual space in their malls. A great example of AR technology being used to deliver branded content alongside services such as virtual directories, wayfinding, touch-free payments and other immersive experiences.

Screenshot 2021 07 14 at 15 29 55
© The Aria Network

A new ‘Store Mode’ is being launched by Zara in the UK across its ecommerce and app, to better connect stores with their digital platforms. This innovative new functionality has a number of features to better help and service customers across their shopping journey.

© Zara

Chanel has opened Factory No.5 pop-ups in eight cities and created an online experience for the fragrance’s centenary with a collection of 17 products across three themes: paint atelier, garage, and kitchen. All show how the brand transforms the ordinary into a luxury experience, playing with the idea of more accessible luxury.

CF 8
© Chanel

Further evidence of the growing drive for circular fashion with rental platform Rotaro partnering with Airbnb for a Carnaby Street pop-up. This highlights sustainability, curation, and community, with sustainable styling sessions, and talks on how to consume fashion more mindfully.

Screenshot 2021 07 16 at 13 52 12
© Rotaro

Let us know below what you think and any others you’ve seen this week that are worth sharing - get in touch.

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