Time/Space Opportunities for the Urban Retail
The rise in homogeneous brand identities has shaped retail architecture as a standard tool for effective communication to consumers. Brands continuously reconfigure strategies through retail experiences to sync with contemporary culture, adopting new methodologies to reach clientèle. E-commerce retailing, which caters to the current shift in consumer behavior, has become a revolutionary channel in today’s consumption culture. It has allowed businesses, small and large, to reach consumers on a global scale. Similarly, small brick-and-mortar businesses use online-retailing as an alternative to the economical pressures of operating a physical retail space, by limiting their physical presence or completely transferring their businesses to the online platform. On the contrary, successful brands who have established their business exclusively through e-commerce are now opening up limited physical retail spaces in dense urban areas as a competitive strategy to satisfy the contemporary consumers’ demand for experience-based consumption. This recent approach in retailing has led to the phenomenon of temporary physical retail spaces, also known as “pop-ups.” Once an opportunistic approach for startups and small-scale boutique retailers, the swift adoption of the spectacle of the pop-up among the giants has made it harder to stay competitive, both economically and geographically.
Hatch responds to this condition by implementing a system, both at the level of architectural design and at the level of typical retail operations, refocusing the pop-up around opportunities of time and space while staying true to contemporary consumption behaviors of the typical consumer.