Hyperphysical

Yet what becomes quickly discernible is that violence and hyperphysical activity often result in the same kinds of address as the hypercomplex frames of meta-reference.

In the post-pandemic present, the key to success is undoubtedly the "hyperphysical" shops, the macro trend, identified by The Future Laboratory and reported by Vogue Business, which describes retail spaces so spectacular that visiting them is an emotional experience. From Balenciaga's pink fur-clad pop-ups to Jacquemus' bag vending machines: at a time when many consumers have yet to abandon e-commerce as their preferred mode of purchase, hyperphysical retailing is catalysing the attention of younger consumers.

Additionally, the store can lead to an immersive brand activation environment, with the digital and physical environment converging more and more. Some of this discussion involves concepts such as hyperphysical stores (where the tangible aspects are highly visible and sensorial) and other leans more toward the ‘store of the future’, with increased technology integration.