The Briefing

Issue 32

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

Dalziel & Pow
By Dalziel & Pow
Posted 14. 10. 2021

More ways to improve your search and shopping experience as @Google unveils new search functions that include an ‘in stock’ filter that allows people to see retailers’ in-store inventory from wherever they are using their device.


Small, local, and digital; @IKEA has launched its first ‘Close to You’ store in Hong Kong. At 3000 sqft, the concept has over 110 products alongside IKEA’s food range. According to IKEA, the new concept focuses on the digital experience, with self-pick-up lockers, and interactive screens for inspiration.

IKEA Close to You 2

@Etsy opens its (virtual) doors with an interactive augmented reality experience that allows you to ‘walk through’ a digital home filled with curated products. More about this here or visit the space here


A permanent interactive gallery dedicated to ‘technicians’ will open at the @Science Museum Group in 2022 and will ‘celebrate the often behind-the-scenes workers’ and engage 11 to 16 year olds by showcasing technician jobs across four sectors – advanced manufacturing, the creative industries, health, and energy.

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©Science Museum

A collaboration between Selfridges, Pokémon, Charlie Cohen, and Yahoo Creative Studios brings an immersive shopping experience to celebrate 25 years of Pokémon. Discover limited edition products through a 360 degree video experience delving into a ‘cyberpunk’ take on fashion capitals, alongside an in-store digital treasure hunt at Selfridges.

Screenshot 2021 10 13 at 12 39 52
©Selfridges, Pokémon, Charlie Cohen, and Yahoo Creative Studios

Lastly, @Amazon opens its first UK non-food store – Amazon 4-Star. It’s interesting to see this arrive in the UK, continuing Amazon’s experimentation with physical retail and is much more about test-and-learn, being (even) more visible, and bringing more people into their ecosystem. A good review by @BBC news

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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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