Why Retail Spaces Are Becoming "Hyper-Physical"

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_Special Thanks_
Evan Montgomery — co-producer, camera operator, editor

_Description_
Balenciaga's 2022 Le Cagole handbag campaign was part of a wave of luxury brands exploring the power of "Hyper-Physical" retail. Transforming spaces with luscious, shaggy pink faux fur, they redefined the shopping experience by creating immersive, sensory-rich environments. This video explores how luxury brands like Balenciaga and Jacquemus use these temporary installations to engage customers in ways online shopping can't. Discover how this trend blurs the lines between public and retail spaces, offering unique, theatrical experiences that entice customers to explore and indulge in new personas, while subtly shaping our perception of physical and digital worlds.

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_About the Channel_
Architecture with Stewart is a YouTube journey exploring architecture’s deep and enduring stories in all their bewildering glory. Weekly videos and occasional live events breakdown a wide range of topics related to the built environment in order to increase their general understanding and advocate their importance in shaping the world we inhabit.

_About Me_
Stewart Hicks is an architectural design educator that leads studios and lecture courses as an Associate Professor in the School of Architecture at the University of Illinois at Chicago. He also serves as an Associate Dean in the College of Architecture, Design, and the Arts and is the co-founder of the practice Design With Company. His work has earned awards such as the Architecture Record Design Vanguard Award or the Young Architect’s Forum Award and has been featured in exhibitions such as the Chicago Architecture Biennial and Design Miami, as well as at the V&A Museum and Tate Modern in London. His writings can be found in the co-authored book Misguided Tactics for Propriety Calibration, published with the Graham Foundation, as well as essays in MONU magazine, the AIA Journal Manifest, Log, bracket, and the guest-edited issue of MAS Context on the topic of character architecture.

_Contact_
FOLLOW me on instagram: @stewart_hicks & @designwithco
Design With Company: https://designwith.co
University of Illinois at Chicago School of Architecture: https://arch.uic.edu/

_Special Thanks_
Stock video and imagery provided by Getty Images, Storyblocks, and Shutterstock.
Music provided by Epidemic Sound

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