As for my marketing communications background, with a focus on sensory marketing and storytelling, I’m utterly fascinated by the new phenomenon of the ready to live in apartment slash everything on sale concept stores. It first caught my eye when Mary-Kate and Ashley Olsen opened their flagship store of their brand The Row on Melrose Place in Los Angeles, so let we just start right there.
All items are for sale, from the women’s wear with shoes, bags and accessories to the furniture. Everything, that is. The idea behind is that the store looks like a real apartment, with real furniture, real art on the walls and complete rooms where one could actually live in. The reason for this specific apartment is clear: Mary-Kate and Ashley have spent a lot of time of their childhoods in this apartment, as the place was the former location of the salon of Sally Hershberger and John Frieda. This story behind the apartment, the items and inspiring products in combination with their own collection is what really complete’s the experience of shopping (or just looking) at the Olsen’s brand. I believe this makes the Olsen sisters (again) one step ahead of the competition.
Now, when you like the idea of shopping in the Olsen’s very well styled apartment, please have a look at the apartment of The Row.