The Store of the Future
Tommy Hilfiger, 2017
the Store
of the Future
Digital Innovation Program
Senior Art Director, Miette L. Johnson. Art Director, Claudia Dader. Creative Producers, Clair Rivera, Holly Brooks. Creative Partner, Random Studio.
Responding to the shifting retail landscape, Tommy Hilfiger’s vision for the future is to offer consumers a groundbreaking, immersive in-store experience that offers a trifecta of traditional retail, digital interaction and a social shopping environment. In a space where consumers can socialize, touch and try on product, while also connecting them to an almost limitless supply of styles, stock and self-expression, the spirit of Tommy Hilfiger’s original store, People’s Place, lives on. Now a mainstay of most global flagships, the original Store-of-the-Future was launched as a pilot at Regent Street in London.
Looks Wall
The looks wall showcases all manner of content, from global advertising videos and campaign images, to social feeds and seasonal stories. Consumers can shop styles either in-store or on tommy.com via this unique digital shopfront.
Endless Aisle & RFID Product Finder
Located alongside footwear and accessories, or basic menswear assortments, such as polo shirts and sweatshirts, consumers can browse the Digital Endless Aisles to gain immediate access to more colourways and styles than could be displayed in store. The Product Finder uses RFID to scans favourite styles to discover availability in-store, online, or at a nearby store with map location.
“Tommy Hilfiger’s stores of the future takes [an] ecosystem approach… by not trying to carry everything in one store the brand can create better and more inviting spaces.”
— Insider Trends
Denim Fit Guide
Consumers looking for their perfect fit can be guided by the Denim Fit Guide. By answering a series of questions, this panel recommends styles to discover both in-store and online.
Tommy Times
In the community spaces of People’s Place, digital tables feature Tommy Hilfiger product and style inspiration alongside content tied to the brand’s culture of fashion, art, music, and entertainment, relevant to the local market.
Customisation
The dedicated customization station gives consumers on-the-spot access to bespoke tailoring, community inspiration and personalization of products bought in-store.