Aug 07, 2018 | By Sandra Halliday
Big data meets consumer insights. Experience WGSN.
Sep 15, 2017
Marie Claire magazine is partnering with Mastercard to launch The Next Big Thing Concept Shop in New York, which it describes as “a first-to-market, hands-on retail pop-up experience bringing to life the newest innovations in fashion, beauty, entertainment, technology and wellness.”
It’s an interesting concept, and yet another example of a media brand moving into the retail arena and also giving brands a chance to connect directly with its readership and boost their innovation credentials.
It debuts on September 23 and is open until October 12, and claims it will “offer consumers the opportunity to experience a new way to shop, powered by Mastercard technology”.
It aims to “bring the pages of Marie Claire to life with three main zones named after popular sections in the magazine, including @Work: the get-ahead guide to career, style and success; @Play: the go-to guide to going out, staying in and getting away; and @Peak: the wellness resource for being on your game, in the zone and at your best.”
Neiman Marcus stylists will be on hand to provide advice and tips on the latest selection of designer fashion available at the store. And smart mirrors from Oak Labs will add another layer of customisation by recommending additional accessories for outfits brought into dressing rooms.
Clarins will present its Sensor Mirror Pro, a virtual skincare mirror developed by MemoMi, and will offer some of its most technically advanced products.
San Francisco-based retailer b8ta will be providing a mix of shoppable apparel, accessories, activewear, gadgets and more.
“Today’s consumer is seeking a seamlessly integrated experience across both the digital and physical environment,” said Sherri Haymond, Mastercard’s executiveVP, Digital Partnerships. “At the Next Big Thing Concept Shop, we will showcase how retailers can do that by blending Internet of Things (IOT) devices, such as smart mirrors and windows, with Mastercard’s security and analytics solutions, and Masterpass digital payment service to allow every consumer interaction to be unique.”
There will be an app for both iOS and Android, allowing visitors to the pop-up to make cashless transactions from anywhere within the store, including the fitting room mirrors, as well as booking one-on-one appointments with the Neiman Marcus stylists, and signing up for an array of in-store events and activities.
There’s a dedicated microsite for the store that also gives information about the events. These include The Headshot Truck, the world’s first ever mobile photography studio to take professional headshots and LinkedIn profile pictures; Alyson Charles aka #RockStarShaman in conversation to speak about mindfulness, spirituality and finding your inner Zen; Baristart’s Michael Breach, the New York-based coffee and latte artist who will be there during #NationalCoffeeDay (September 29) to draw portraits into cups of coffee; Inscape, which will offer a guide meditative and relaxation session; and Sundays Nail Studio will have on-site technicians offering nail-art, manicures and meditation.
The pop-up also acts as a marketing tool for Marie Claire with the opening coinciding with its October issue that features a guide to products and technologies to enhance the way readers work, exercise, eat and live their lives.
The store is at 120 Wooster Street in New York’s SoHo neighbourhood and will be open seven days a week from 11:30 to 20:30.
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