Culture-coded Retail Retail Futures

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Staging Modernity by Formafantasma for Cassina at Milan Design Week 2025, Italy

We are entering an era of Culture-coded Retail, where brands offer physical destinations tailored for the emerging transformation economy.

Successful stores are evolving – still enriching, emotional, ethereal and exclusive – but increasingly cultural, connective and customised too. Consumers are tired of underwhelming, understocked stores and the online ‘sell, sell, sell’ of TikTok Shop or Instagram Reels, where influencer impact is waning. Instead, they seek retail that is culturally entertaining and emotionally connective.

These new spaces invite communities to connect deeply with brands, engaging with narratives and playing a role in campaigns. From cinemas to workshops, from cafés to festivals, they are storified, democratised destinations where customers can personalise their experience.

This shift offers a version of screen-free entertainment, and ties into consumers’ leisure and hospitality pursuits.

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What's in the report?

Some of the reports key insights explore:

: Story-Living

In a culture-coded retail landscape stores will become ever-more immersive and personalised. These ‘story-living’ concepts invite consumers into spaces to both connect and participate.

: Malls 2.0

Malls are seeing a resurgence in popularity among younger generations experiencing the community and entertainment that these shopping hangouts can offer.

: Third Space Wellness

Third spaces are evolving beyond retail to offer social connectivity, build communities inspired by health and wellness, and create urban hubs that meet longevity goals.

: Creator Economy Value

Creator communities are driving grassroots discovery for retailers, which are offering mentorship in return for a collaborative relationship that allows authenticity to thrive.

AMI Cinema by AMI Paris and Choi Woo Shik, South Korea (1) — AMI Cinema by AMI Paris and Choi Woo Shik, South Korea

‘It's about human connection – it always has been – so anything to do with brand activation, retail events, third spaces has become humanised. That’s really what culture is about: it’s about communities. It can be anything from a sneaker community to an LGBTQ+ community and somewhere they connect together’

Leila Fataar, Consultant, Founder (Platform13) & Author

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If you are a LS:N Global member, you can access this report on LS:N Global here. Get in touch with a member of our team to discuss our membership packages and book a demo of LS:N Global today.

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