Birkenstock reimagines retail at Bangkok Design Week by turning walking into culture, community, and experience. An interactive pavilion invites visitors to explore the brand’s heritage through fit testing, materials, and hands-on product trials. Beyond the booth, curated city walks transform Bangkok into the store, connecting people to neighbourhoods, stories, and food. A strong example of future retail where brand values are lived, not just displayed.

Jellycat Space transforms physical retail into a playful, immersive universe across Xi’an SKP and Beijing SKP. Bold colour blocking, sci-fi scenography and space-vehicle installations turn store visits into interstellar adventures, extending from street to store. More than a toy launch, it’s world-building in action, inviting families to explore, photograph and emotionally connect. A standout example of how experiential design turns retail into imagination, memory and brand magic.

NikeSKIMS translates its collaboration into a physical brand world with an immersive pop-up that blends performance, bodywear and culture. Designed around a modern ballerina aesthetic, the space prioritises movement, form and emotion over traditional retail. Sculptural interiors, curated product moments and wellness-led experiences show how future retail is shifting from selling to feeling.