October 12, 2016 / ACT WITH PURPOSE
October 12, 2016
We’ve talked before about designing brand experiences that engage customers and invite them to be a part of your brand. There are many uncommon ways to engage with customers. It’s a concept that’s become expected. We’d like to share a few examples of brands that have created notable experiences that connect with people in purposeful ways.
REI Outessa Summit
REI is connecting with women who may not consider themselves to be the typical REI shopper by creating a unique experience just for them. The outdoor retailer attracts experienced outdoor lovers, mountain climbers and sportsman. But to disrupt their typical demographic and connect with women, they’ve created an experience that invites them to be part of a 3-day adventure without needing to learn about outdoor activities ahead of time.
The Outessa Summit features outdoor education, recreation and adventure for women in a stunning mountain setting with activities ranging from sunrise yoga, to outdoor cooking classes, hiking, mountain biking and more. It offers adventures led by inspiring female guides and athletes and is curated to create unparalleled memories for those seeking adventure or simply a different kind of escape. REI provides camping concierges that help set up the campsite with essential gear and invites attendees to take the gear home with them post the event. They’ve brilliantly created an experience that removes the barriers from trying new outdoor activities while connecting with a new audience.
The Museum of Ice Cream
The Museum of Ice Cream is a pop-up that creates a summer-inspired experience out of a much loved product. What started as a passion project, the pop-up was an experience that made a mark and other brands took note of. Within its 30 short days the museum generated buzz throughout the industry and was featured in Fortune, Huffington Post, and People Magazine among others.
The experience goes beyond the standard museum by engaging with people through interactive stations and encouraging them to indulge in the treat in unique ways. The edible balloons made up of different sugars and blown up with helium are served on a stick and given to each attendee. There are ice cream sandwich swings, a sprinkle filled pool and a giant scoop of ice cream designed as a seesaw. There’s even a Willy Wonka inspired tasting experience that changes sour taste receptors into sweet for 30 minutes. The pop-up museum was well thought out and succeeded in creating a meaningful experience that people will remember.
PIRCH Designs A 360° Sensory and Interactive Experience
PIRCH proves it’s not about the product, it’s about providing a product experience. The brand is changing the retail landscape for the home appliance industry by providing a more in-depth brand experience for their customers, inviting them to interact with products before making a purchase. They’ve created a setting that allows customers to play with fixtures and test how they might look together before buying them. They’re invited to cook a meal, take a shower or test a sauna before making a decision. And on average, customers are spending two hours longer in PIRCH stores than their competitors’.
The inspiration behind the retail experience comes from the company’s mission, bringing moments of joy to consumers’ lives. PIRCH’s breathtaking showrooms embody their merchandising philosophy, showcasing appliance collections, white glove installation, collaboration with the design community and a unique approach to creative curation. The company is committed to design and the quality of the guest experience.
PIRCH is disrupting the retail landscape as masters in experience and relationship design, combining education, service, elegance and value to deliver on their promise of joy. They are a must study for any retailer or brand looking to reinvent their model.
Oreo Pop-Up Experience
Oreo created the Oreo Wonder Vault off 18th Street in the heart of New York City in February of this year. Since then it has attracted thousands of Oreo fanatics and curious passersby. The pop-up was developed with the intent to create a unique brand experience around food prototyping.
Oreo invited people to become a part of the brand in a unique way by actively engaging with the product rather than simply seeing it on shelves and in the media. Adweek referred to the design experience as something “like a portal” and the place where “new Oreo flavors magically appear.” When people open the giant Oreo door they receive a mystery box of Oreos, many times a flavor that isn’t on retail shelves. And with as many as 50 prototype flavors and more than 100 additional ideas in the Oreo Wonder Vault there’s likely to never to be a shortage of visitors wanting to experience the flavors.
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