Etailer Fred Flare just opened their first storefront round the corner from my house. The folks at Zeus Jones have been looking at this trend of click-to-brick and how to discern what should stay DIY and what should be sleek.
Following the lead of NYC venues Grand Opening or Kiosk, which change their content every few months, could a similar rotating space serve as an incubator for online brands seeking to test the waters? It’s a spatial/ narrative/financial investment that could work quite well. The shell could even be branded + franchised, yet leave room for curatorial individuality within its walls.