Since the Covid pandemic, we've been told that physical stores are a thing of the past, replaced by a fully digital world. But this vision is misguided. In a world saturated with screens, humans have never had such a strong need to experience reality, to go out, touch, and feel.
In Asia, they understood this before anyone else. In Tokyo, Seoul, or Bangkok, stores have become true sensory spectacles, places where people come to live an emotion, far beyond just buying a product. Every detail is designed to make an impression: a scent that reassures and intrigues, a light that captures the eye, an interactive space that attracts and holds. Nothing is left to chance.
What a customer remembers today is no longer just a product or even a price: it’s a memorable experience, a unique moment they’ll want to relive.
What about France?
Yes, some initiatives are emerging: cashier-less stores, crypto payments, interactive windows... But still, too many stores remain stuck in traditional models: neutral walls, aligned shelves, modest furniture. As if, in the face of retail upheaval, boldness hasn’t yet found its place.
Yet...
RETAIL is no longer just a decor; it’s a massive seduction weapon
Asia is reinventing the store that makes you dream. In France, we just furnish.
Imagine this for a moment. You push open the door to a store in Seoul. As soon as you enter, a subtle, calming fragrance envelops you. The light, soft and shifting, seems to follow you into every corner. In front of you, an intelligent mirror offers a personalized selection of products, without you having to ask.
You approach a fitting room... but here, no need to take off your clothes: a 3D avatar reflects your silhouette and shows you the perfectly fitted outfit, moving with you in real time. It’s Uniqlo or GU making this possible today in Japan.
You step into a shopping mall in Bangkok, and before you even see a store, you’re immersed in a giant aquarium with over 30,000 marine creatures swimming around you, just like at Siam Paragon. This is no longer just a shopping moment, it’s an emotional escape that stays with you long after.
In Singapore, at Marina Bay Sands, as you wander between stores, you’re invited to an interactive exhibition at the ArtScience Museum, where art, science, and technology meet. You move from buying a handbag to an immersive light and sound installation, all without changing locations.
Others offer olfactory journeys, where each space has its own signature scent to create a unique atmosphere: woody and leather for men’s fashion, white flowers and musk for lingerie, thus strengthening the emotional connection with the product.
As you continue, the music subtly shifts, adapting to your pace and the crowd, thanks to AI controlling the sound and scent ambiance. This sensory journey is experienced at Shinsegae in Seoul.
Further along, you discover sunglasses presented as living artworks: at Gentle Monster, products float in dreamlike universes through augmented reality, blending art and technology.
In Tokyo, in the avant-garde streets of Harajuku, the walls respond to your touch, mirrors display personalized content, and screens integrated into the furniture disappear and reappear on demand.
And just when you think you’ve seen everything, at Amorepacific in Korea, moving sculptures, suspended in mid-air, follow the light and change throughout the day, as if the store itself were breathing.
Is French Retail Missing the Future?
The Growing Voice of French Consumers Demanding Real Experiences
According to a 2023!!! LSA study, 78% of French consumers say they prefer to buy in a store that offers a unique experience.
So why are we lagging behind? Is it because store designers don’t dare to propose bold concepts? Or because brands hesitate to invest in what truly makes a difference? Is store design still seen as a cost, while in Asia, it’s a strategic investment to sell better and more? Is it a matter of mindset — are the French too focused on preserving their reputation as conservatives? Are Asians simply more future-driven?
The question is real: do we still want pretty but forgettable stores, or spaces that captivate, surprise, and make people want to buy?
In Asia, the choice is made.
And us — when will we act?
What if store design finally became the essential lever to inspire, seduce, and truly sell?