When we talk about flexibility this doesn’t necessarily just relate to what we can see but can also be, infrastructure , back of house and capacity for future technologies, as what is cutting edge today will be, and can often be quickly outdated. Likewise, it is not just about long-term flexibility but also short term. From monthly, weekly, daily to hourly updates which can transform the function of a space to provide additional services, experiences, create events or community hubs, maximising a brands ability to connect and engage its audience without adding to its physical footprint.
This remains front and centre of our design ethos, a space needs to work today, tomorrow, and beyond. Tesla will tell you, if you buy one of their cars that it will be better in two years than it is today. This is because it is dependent on digital technology and as they gather data and customer feedback they can not only optimise the experience but, enhance it and add additional services. This philosophy should be applied to any retail strategy and concept, experiences should be continually evolving to engage with your ever-changing audiences needs in a meaningful and purposeful way.
With this in mind, we are also cautious with our approach, too little flexibility and you remove the ability to adapt, too much and it can be difficult to manage and also becomes extremely costly. There is always a sweet spot, and this depends on the brand, its customers, its products, services, and budget. Unfortunately, nothing will last forever but with careful consideration and understanding, creativity can ensure that brand experiences live and remain relevant for longer. Here are a few examples of brands who have taken different approaches to flexibility.