Matthew Carlton
Nov 14, 2014

Concept stores: Brands take over Asian city centres

From sugary treats to premium spirits, brands are snapping up prime retail to daze and delight their key consumers.

Sugar rush: Canto-pop star Eason Chan at the M&M’s World concept store in Shanghai

Enhanced experiences are vital in today’s world of the connected consumer, and developing brand buzz is all the rage. As such, the field of experiential marketing has seen exponential growth over the past few years, with brands striving to offer much more than simply products or services to their consumer base. 

One strand of experiential that continues to evolve is that of retail concept stores. Brands are becoming increasingly aware of the importance of...

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