Why innovative brands are creating new third places
As the boundaries between home and work blur, forward thinking brands are reimagining physical spaces as vibrant new ‘third places’ – transforming retail environments into immersive experiences that go beyond transactions, writes Meredith Cranmer, co-founder and managing director at Because ANZ.
News that Aussie eCommerce giant Adore Beauty is making a bricks-and-mortar play attracted considerable media attention, and for good reason.
With plans to open 25 stores over the next three years, with highly curated product selections, state-of-the-art digital skin analysis, and an experiential space designed to bring beauty lovers together, the stores will be much more than a place to buy products. They will be spaces where customers can engage, learn, and connect.
Our everyday experiences are changing – particularly when it comes to retail. Physical spaces should offer so much more than just a transaction. These environments are quickly evolving into the ‘third space’ – vibrant, communal hubs that bridge the gap between home and work, that offer a welcoming arena for connection, learning, and genuine human interaction.
Urban sociologist Ray Oldenburg coined the term ‘third place’ in his book The Great Good Place to describe social environments that exist outside of home (the first place) and work (the second place). Traditionally, these were cafes, libraries, bars, or gyms – spaces where people could gather, build community, and foster interaction. Today, as lifestyles evolve and work-from-home culture blurs the lines between home and office, the need for new third spaces is growing.
Brilliant piece Meredith,
These companies have challenged a reluctance by Australian firms to innovate ..we seem to operate with the axiom . “we will only experiment if we know it works” .. well done to these firms.