In a world where online shopping offers endless convenience, physical retail spaces have evolved into destinations that invite customers into a brand’s story. This transformation shows the power of storytelling in retail design, where every detail—from layout to materials—creates a narrative that resonates with visitors and deepens their connection to the brand. At times, brands opt to tell their story in traditional retail stores. At other times, they may choose a temporary format like a pop-up store or an exhibition stand. We have selected three projects from this year that showcase a specific angle of storytelling.
1. The Brand Story and Retail Sector Positioning
A great example is the UK Pavilion at the Beauty Showcase in Hangzhou, where visitors stepped into a world that captures the essence of British beauty and craftsmanship. The design is a fusion of classic British apothecary aesthetics and modern elegance, with clean white surfaces and detailed wooden touches that evoke a sense of both heritage and innovation. This isn’t accidental—each design choice tells a piece of the story behind British beauty brands, emphasizing values like purity, naturalness, and ethical production under the “Made in Britain” banner.
Much like how a beautifully designed retail store can immerse customers in a brand’s world, the UK Pavilion at the Beauty Showcase was more than just an exhibition stand; it was a narrative space. The carefully curated layout guided visitors through each display, inviting them to explore the unique stories of up to 14 different brands. This wasn’t simply a place to view products; it was an experience that made visitors feel like they were exploring the traditions and innovations of British beauty itself. The strategic use of greenery throughout the space, for example, wasn’t just decorative—it connected the theme of natural beauty to the Pavilion’s design, reinforcing the values of sustainability and wellness that are central to the brands on display.
2. Country Branding and Culture
Similarly, the design concept for a Swiss Pavilion drew inspiration from the Rubik’s Cube, symbolizing the diverse aspects of Swiss culture. Red and white cubes evoked the Swiss identity, while mirrored surfaces invited visitors to engage and share their experiences on social media. The slogan “This is Swiss Quality” reinforced the country’s reputation for excellence, while the open structure and iconic Swiss flag made the space inviting and memorable and a perfect basis for Swiss brands to display their products.
3. Country Branding and Sector Branding
The Austrian Pavilion concept design shown below told its story through shapes inspired by the snowy Alps mountains, and with a modern twist on traditional hut roofs. This unique feature drew visitors in, offering a blend of Austria’s natural beauty and contemporary style. It created a space that felt distinctly Austrian, inviting exploration and deeper engagement with the exhibiting winter sports brands.
These examples show how storytelling in retail design can transform a space from a mere showcase into a meaningful journey. By creating an experience that resonates emotionally, brands can leave a lasting impression that draws visitors back time and again, turning each visit into a new chapter of their story.
