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.’ https://bit.ly/3wFy9sr

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. https://bit.ly/3yTNh6Q

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. https://bit.ly/3yTNcA4

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. https://bit.ly/3B5rcEb

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. https://bit.ly/3r9Yldo