Surekha Ragavan
Sep 11, 2019

More marketers see value in brand experience centres

Brand experience centres are tapping into consumers' basic need for physical, and oftentimes visceral, retail experiences.

The launch of Apple’s 24/7 store on New York City’s Fifth Avenue in 2006 changed the nature of interaction between brands and consumers

At a time where experiential marketing is quickly becoming a given for brands, with it has come the rise of brand experience centreswhere experiential elements are heightened, and the normalcy of brick-and-mortar operations are defied.

Take Apple’s flagship store in New York City. When global design agency Eight Inc was assigned by Steve Jobs over a decade ago to design an experiential store that would evoke emotional reactions in visitors, the result was a...

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