From Jacquemus to Balenciaga: Luxury fashion brands go hyperphysical

Jacquemus is among many brands exploring the potential of what have been called hyperphysical stores. The term was coined by The Future Laboratory, a trends and strategy company, to describe retail spaces that are enriching and emotional. They “create a really sensorial and holistically memorable store experience that goes beyond the original idea of ​​retail,” says Abi Buller, foresight analyst at The Future Laboratory.

Hyperphysical attracts the young

Balenciaga has also taken the hyperphysical route. Last week, the brand opened pop-ups for the Le Cagole it-handbag (worn by Kim Kardashian in the brand’s most recent campaign) in both London and Bangkok. The stores feature a joyous surfeit of shaggy pink faux fur that covers floor, walls, chairs and shelves.

Also of note: Coach’s larger-than-life installation in central London this April, which was inspired by the puffy pillowy leather of its latest Pillow Tabby bag (the installation is traveling to Berlin and then Dubai in May). And Mulberry is currently hosting a pop-up in Seoul to promote its new bag Softie. The space mimics the bag’s sensorial qualities — curved quilting that looks plush and squishy — with spongy furniture and decor that invites visitors to touch.

For Jacquemus, henceforth, a spark of hyperphysical retail energises the brand’s presence in the UK market, which, Simon Porte Jacquemus tells Vogue Business, is very important for the brand. “[It’s why] we created several experiences at Selfridges. We wanted to create strong visuals and surprising settings for our customers,” he says. “I love to play with concepts, especially those that relate to buying and retail experience. With the opening of Jacquemus 24/24 in Paris, Milan and now London, I hope to disrupt and create a unique Jacquemus experience.”

“Hyperphysical retail at its simplest is multisensory. It leans into the five senses of sight, sound, touch and potentially even smell and taste. That basically captures what it means to be human,” says Jacqueline Windsor, UK retail leader at PwC and a partner in the Strategy& Deals team.”These pop-ups are a manifestation of that and are in response to the other side of the coin, which is digital and the rise of the metaverse, a parallel universe where consumers can increasing socialise, work, shop and play.”