The online retailer created an offline space to give consumers a glimpse of the full brand offering, from interiors to clothes. WGSN reports
For Autumn/Winter 16/17, online retailer Gilt.com announced the debut of #GiltLife, a 360 campaign designed to capture the experience the Gilt lifestyle. Complementing a series of campaign films and still images that have already shown up all over New York City, the e-tailer opened an interactive retail experience called the #GiltLife House, from September 29 through October 9.
Taking over all four floors of a SoHo townhouse, the luxury home was outfitted in artworks, clothing, accessories, furniture and other goods all available from Gilt.com in the month of October.
Each night of the week was dedicated to a different category: beauty, kids, fashion, and home were all featured in respective events that were open to Gilt shoppers via tickets offered on a first-come, first-served basis.
Last Friday’s VIP fashion event showcased the house’s stunning interior decor alongside a bevy of models outfitted in A/W fashion and an enviable shoe closet that drew crowds to the home’s master bedroom.
Brands featured in the #GiltLife House included Bulldog London Dry Gin, the Bermuda Tourism Authority, Crayola, The Prisoner Wine Company, Safavieh, Sony Entertainment & RED Distribution, and the Altamarea Group.
Though the house itself wasn’t shoppable, it’s a further development in the rising trend towards experiential retail. With the rumoured news this week that online giant Amazon is moving into brick and mortar stores, as well as Etsy’s offline pop-up last year, followed by a permanent pop-up Etsy shop in Macy’s New York, it’s clear that the future of retail is not strictly online or offline, but a merge of the two ideas, the endless options of e-commerce, together with an Instagram-worthy setting, and an in-store experience that consumers want to shout about (preferably on social media).
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