Another example of a brand that is taking atmospherics to the next level is US retailer Anthropologie. In late October, it opened its luscious Regent Street store to huge fanfare. The experience is a sensory treat, the like of which represents a revolution on the UK High Street.
Everything has been designed to inspire wonderment and dwell time. From the amazing windows with art installation style herbal tea bag constructs to the feature wall made of living plants, it all feels like a fairy tale come to life.
Yet at the same time, the products on sale - a mix of clothing, jewellery and pretty household goods – never have to vie for attention to be seen and heard. They fit effortlessly into this carefully considered Bohemian milieu and appear very much at home.
The use of gentle lighting and warm, welcoming organic materials combined with open spaces and comfortable, rustic objects ensure that the shopper is compelled to explore and linger in this colourful retail paradise.
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