{"id":3708,"date":"2025-03-31T10:00:11","date_gmt":"2025-03-31T13:00:11","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/2025\/03\/31\/customer-experience-slow-retail\/"},"modified":"2026-10-19T11:22:00","modified_gmt":"2026-10-19T14:22:00","slug":"customer-experience-slow-retail","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/en\/2025\/03\/31\/customer-experience-slow-retail\/","title":{"rendered":"#WonderNews: Customer Experience in Focus; Slow Retail (and More!)"},"content":{"rendered":"

Welcome to #WonderNews: the Alice Wonders newsletter that connects you to the top trends in technology<\/strong>, design<\/strong>, architecture<\/strong>, and customer-focused, brand-building experiences for physical stores<\/strong>, in Brazil and around the world.<\/p>\n

In an increasingly dynamic consumer market, these areas play an essential role in building spaces and interactions that delight customers and create emotional connections with them.<\/p>\n

With that in mind, check out valuable insights, innovations, and ideas that inspire transformation and drive brand success. Grab your coffee and enjoy the read. \u2615\ufe0f<\/p>\n

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Urban opens its first flagship at Morumbi Shopping and bets on customer experience<\/h2>\n

Urban, a brand of Aramis Inc., has just opened its flagship at Morumbi Shopping<\/strong><\/a>. The space’s big differentiator is the central fitting room, designed to encourage customers to try on the brand’s innovative pieces, which blend technology and minimalist design.<\/p>\n

Choosing this mall was a strategic move, given its heavy foot traffic and Urban’s strong sales within Aramis. And, of course, expectations for this project couldn’t be higher. Ghiselle Abreu, Brand Experience Manager at Aramis<\/em>, tells us more:<\/p>\n

With the opening of Urban’s first store in S\u00e3o Paulo, we expect to build recognition and accelerate the expansion of this innovative concept. We believe the combination of technology, sophistication, and practicality will increasingly win over the modern man. Our goal is to exceed our customers’ expectations from the very first try-on. The brand’s future is bright!<\/em><\/p><\/blockquote>\n

Camila Salek, CEO and Founding Partner of Vimer Retail Experience<\/em>, the company responsible for the design that brought the space to life, shares more about the core idea behind the project and how it was developed:<\/p>\n

The fitting room is the heart of the store, the center of an experience that connects technology, usability, and interaction. We created a space where trying something on isn’t the end of the journey, but the beginning of a new relationship with the brand. At Urban, if you try it, you take it \u2014 which is why customers are never more than two steps away from this try-on hub.<\/em><\/p><\/blockquote>\n

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Slow Retail at New Balance<\/h2>\n

Word on the street is that brick-and-mortar retail is in decline, but the truth is different: it’s reinventing itself. Brands that understand this are turning their spaces into much more than stores \u2014 they’re living platforms for connection, where every detail tells a story.<\/p>\n

New Balance took this concept to another level with its renovated headquarters at Boston Landing<\/strong><\/a>. The space is an immersive experience that captures the brand’s essence. Industrial elements blend with warm materials, striking a balance between performance and lifestyle. Every corner of the headquarters invites discovery: from its tradition of craftsmanship to the brand’s impact on sports and culture.<\/p>\n

Boston Landing has become a living manifesto for New Balance. Proof that physical retail is still going strong, evolving to build deeper, more authentic bonds with its audience.<\/p>\n

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Puma x F1: adrenaline, streetwear, and the future of immersive retail<\/h2>\n

If there’s one thing Puma does well, it’s turning shopping into an experience. After the success of the Speedcat Pop-Up, the brand is hitting the gas even harder with “Beyond the Roar,” its new installation at the West Bund Dream Center in Shanghai<\/strong><\/a>.<\/p>\n

This time, the world of Formula 1 comes to life in a realistic race car replica, where every detail takes visitors behind the scenes of motorsport. A few things make the immersion even more complete, such as:<\/p>\n