The Store of the Future is Here
I guess it’ll come as no real surprise that, here at FWO, we like to wear nice clothes. Okay, um, we sometimes like to wear expensive clothes. While I personally prefer fashion “hacks” — like putting a rose gold Milanese watch band on a digital watch — our publisher has been known to skip meals to buy a nice “investment piece” that he’s then too afraid to wear, because it cost so much! The irony. And the real kicker is, when you buy expensive clothes, you can’t wear that same expensive thing too much, or it looks like it’s the only outfit you have. What’s someone with expensive taste — and a limited budget — to do?
Rent the Runway has had the answer for some time: rent it, of course!
And they’ve continued to expand the concept, from a purely online phenom to a series of retail stores. And now — to kick it up yet another notch, because why not? — they’ve partnered with Samsung to go beyond the traditional retail concept, and create one of the first “smart stores” out there, blending RTR’s rental concept with Samsung’s integrated technology to offer a unique shopping experience.
They’ve partnered with Samsung to create one of the first “smart stores.”
The new technology has come to life at RTR’s first-ever flagship, located in NYC’s flatiron district. The 4,000 square foot space is more than three times the size of the previous NYC location.
But this is no ordinary retail experience.
The store guides each customer’s visit based on her unique needs and her past interactions with Rent the Runway — whether onsite, in-app, or in a store. The flagship’s focal point will be Rent the Runway’s signature Dream Closet, complemented by a Genius Bar-esque service area called the RTR Bar, and a Style Studio for personal styling appointments.
The store guides each customer’s visit based on her unique needs and her past interactions.
Truly, this is the store of the future, for the women of the future.
The future of fashion is essentially the fusion of technology with fashion. And neither fashion nor technology are in short supply at the new flagship. After all, there are 4,000 square feet of gorgeous gowns, cocktail dresses, clutches, and jewelry to explore.
For the month of December they have exclusive events and free services
When you step into the gorgeous open space, Samsung’s 75-foot digital wall greets you with runway images, client stories, and collection inspirations. The décor looks like you just stepped into some old Hollywood glamour closet, with the blush-toned colors, marble entryways, and grey and neutral colored hardwood flooring.
Some of the Samsung-powered tech at the Rent the Runway flagship include:
· Four 32-foot end cap displays that highlight the depth of clothing styles and serve as a “closet in the clouds” with varying graphic formations that offer endless fashion choices. The touch overlay on each screen also provides users with the ability to check out the large amount of inventory not on display.
· A 75-foot Samsung digital video wall located at the front of the store incorporates Rent the Runway’s exclusive editorial content, to truly bring the brand to life and inspire customers with aspirational yet accessible looks, trends, and new arrivals. The wall is made up of nine 46-foot displays with capabilities that allow the store to engage customers and advertise day and night.
· Samsung’s 55-inch ML55E Mirror Display elevates the shopping environment and allows shoppers to experience the clarity of the mirror and full functionality of a display, and in this case, provide the perfect interactive screen for makeup touch-ups to accompany trying on the latest styles and trends.
Strut past the Style Studio, where only clients who make appointments can be styled. Clients stand in front of a digital mirror, which streams sayings and pleasantries as you take the perfect photo.
The grand opening of this store is perfect timing, with the holidays right around the corner.
For the month of December they have exclusive events and free services like PRIV Manicure Bar, Pressed Juicery, and Spruce & Bond!
To book an appointment at Rent the Runway’s flagship, click here.
(This story first appeared at New York Fashion Week Live.)