WPP agency Geometry UK has unveiled an innovative retail environment branded The Flagship. Located in the company’s Paddington office, the immersive space allows brands and retailers to prototype, test and trial technology that influences shopper behaviours and purchase decisions. Named to reflect the focal point of every retail portfolio, The Flagship focuses on crafting seamless digital/physical shopper experiences fit for the new retail landscape, currently being shaped by the likes of digital-first companies such as Amazon.
Featuring more than 15 types of technology inside a completely unique 3D, immersive floor-to-ceiling projection space, Geometry can recreate over 140 immersive shopping environments and experiences. For example, brand owners and potential shoppers can navigate supermarket aisles, browse in corner shops, pick and choose in specific environments like a DIY store and shop for convenience goods at a petrol station.
‘The best way to innovate for growth is to experiment. The Flagship will bring us unique insights into fast-changing customer behaviour allowing us to deliver stronger creative, effective business solutions for clients. It’s the closest thing to reality that exists today,’ says Michelle Whelan, CEO of Geometry UK.
Debbie Ellison, Geometry UK Head of Digital, adds: ‘According to Google, the omni-channel shopper is worth at least three times that of the single channel shopper. So, the ability to seamlessly merge physical and digital retail is critical if brands are to differentiate themselves grow and become omni-channel champions.
‘Our partnerships will constantly evolve to make sure that agency insight, creativity and capability all remain future-focused,’ says Ellison when speaking about the 15+ shopper/retail technologies, curated with technology disrupters and innovators.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
