{
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  "sources": ["ssg:https://framerusercontent.com/modules/kmrOqKq9tgRL6hM9SnkL/I1BuoC2LJS7yY9Bjcydd/fJulMcPO3-2.js"],
  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{Link as a}from\"framer\";import{motion as s}from\"framer-motion\";import*as r from\"react\";export const richText=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Whiteroom Delivers Fresh Retail Vision for Rohan\u2019s New Concessions\"}),/*#__PURE__*/t(\"p\",{children:[\"We\u2019re proud to announce a brand new partnership with \",/*#__PURE__*/e(\"strong\",{children:\"Rohan\"}),\", the iconic outdoor clothing brand known for its technical performance wear and timeless style. Appointed by Rohan\u2019s new Concession Strategy Manager, Whiteroom was tasked with refreshing and uplifting the brand\u2019s physical retail presence for a new wave of concessions in \",/*#__PURE__*/e(\"strong\",{children:\"Notcutts Garden Centres\"}),\" across the UK.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"634\",src:\"https://framerusercontent.com/images/6m1FND2iAJmNuFulWDibQVuhYNw.jpg\",srcSet:\"https://framerusercontent.com/images/6m1FND2iAJmNuFulWDibQVuhYNw.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/6m1FND2iAJmNuFulWDibQVuhYNw.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/6m1FND2iAJmNuFulWDibQVuhYNw.jpg 2000w\",style:{aspectRatio:\"2000 / 1269\"},width:\"1000\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"485\",src:\"https://framerusercontent.com/images/F5zXZl5VyMHy7bozgAdngwThOZc.jpg\",srcSet:\"https://framerusercontent.com/images/F5zXZl5VyMHy7bozgAdngwThOZc.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/F5zXZl5VyMHy7bozgAdngwThOZc.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/F5zXZl5VyMHy7bozgAdngwThOZc.jpg 2000w\",style:{aspectRatio:\"2000 / 971\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"Our brief was clear: bring clarity, consistency and an elevated customer experience to Rohan\u2019s concession environments, all while respecting the authenticity of the brand and the practical needs of outdoor shoppers.\"}),/*#__PURE__*/t(\"p\",{children:[\"The first installation, now open at \",/*#__PURE__*/e(\"strong\",{children:\"Notcutts Cranleigh in Surrey\"}),\", sets the tone for what\u2019s to come. The updated space features a clean and inviting layout, layered with carefully curated product stories, flexible fixturing and vibrant graphics that place adventure at the heart of the experience.\"]}),/*#__PURE__*/e(\"p\",{children:\"The response? Instant impact.\"}),/*#__PURE__*/t(\"p\",{children:[\"In its \",/*#__PURE__*/e(\"strong\",{children:\"first week alone\"}),\", the Cranleigh concession has \",/*#__PURE__*/e(\"strong\",{children:\"exceeded sales expectations\"}),\", signalling strong momentum for the program ahead. Feedback from the Concession Strategy Manager, CEO, and even the owner of Rohan has been incredibly positive, from the speed of delivery to the quality of execution.\"]}),/*#__PURE__*/e(\"blockquote\",{children:/*#__PURE__*/e(\"h4\",{children:\"\u201CWe\u2019re thrilled with the result. Whiteroom delivered exactly what we needed: a design that feels like Rohan, but with a real step forward in presentation and commerciality.\u201D\"})}),/*#__PURE__*/e(\"p\",{children:\"This success is just the beginning. With more locations already in planning, Whiteroom is proud to support Rohan\u2019s continued growth and retail evolution.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"648\",src:\"https://framerusercontent.com/images/gk3M5FCzEDQR9mNKKtBobIoFpSE.jpg\",srcSet:\"https://framerusercontent.com/images/gk3M5FCzEDQR9mNKKtBobIoFpSE.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/gk3M5FCzEDQR9mNKKtBobIoFpSE.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/gk3M5FCzEDQR9mNKKtBobIoFpSE.jpg 2000w\",style:{aspectRatio:\"2000 / 1296\"},width:\"1000\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"666\",src:\"https://framerusercontent.com/images/wSlJQiRxEYzUddrZLkxbshq3ECk.jpg\",srcSet:\"https://framerusercontent.com/images/wSlJQiRxEYzUddrZLkxbshq3ECk.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/wSlJQiRxEYzUddrZLkxbshq3ECk.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/wSlJQiRxEYzUddrZLkxbshq3ECk.jpg 2000w\",style:{aspectRatio:\"2000 / 1333\"},width:\"1000\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"666\",src:\"https://framerusercontent.com/images/wvaR74v31E2XuySj250CKrciro.jpg\",srcSet:\"https://framerusercontent.com/images/wvaR74v31E2XuySj250CKrciro.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/wvaR74v31E2XuySj250CKrciro.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/wvaR74v31E2XuySj250CKrciro.jpg 2000w\",style:{aspectRatio:\"2000 / 1333\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"As specialists in brand experience, we understand the unique challenges of blending storytelling with performance, especially in compact concession formats. Whether it\u2019s a flagship or a footprint within a garden centre, our approach is always the same: create spaces that connect with people, spark curiosity and drive results.\"}),/*#__PURE__*/e(\"p\",{children:\"More to come soon.\"})]});export const richText1=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"h5\",{children:\"The retail industry is evolving rapidly and as we enter 2025, innovative design trends are set to redefine customer experiences.\"}),/*#__PURE__*/e(\"p\",{children:\"Brands are increasingly embracing cutting-edge technologies, such as cloud-based systems with advancements like spray-on running trainers currently in development (On cloud). Companies like Patagonia are ensuring sustainable practices by not only utilising sustainable materials but also offering support for customers to repair clothing (Smith, 2023).\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s a look at five major retail design trends that will define the industry in 2025\u2026\"}),/*#__PURE__*/e(\"h4\",{children:\"1. AI-Enhanced Retail Environments\"}),/*#__PURE__*/e(\"p\",{children:\"AI is revolutionising store design by creating more personalised and interactive shopping experiences. By using real-time data, retailers can dynamically adjust displays and store configurations to match customer behaviours and seasonal trends (Brown, 2024).\"}),/*#__PURE__*/e(\"p\",{children:\"Examples of AI-driven retail solutions:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"AI-powered digital displays can exhibit products based on the weather, trends and shopper demographics. Smart mirrors that allow customers to try on clothes virtually and give personalised recommendations. (Johnson, 2024).\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"AI analytics tools like Nexshop (Samsung) and Stylumia, which enhance trend forecasting, inventory management and product recommendations.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'Platforms like \"True Fit\" use AI to provide personalised size and fit recommendations, reducing return rates and improving customer satisfaction.'})})]}),/*#__PURE__*/e(\"p\",{children:\"AI-driven retail environments not only improve convenience but also boost engagement, leading to increased sales and customer satisfaction.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"769\",src:\"https://framerusercontent.com/images/O9UNfTRAia2j1co8ftPgFq98pgQ.png\",srcSet:\"https://framerusercontent.com/images/O9UNfTRAia2j1co8ftPgFq98pgQ.png?scale-down-to=512 512w,https://framerusercontent.com/images/O9UNfTRAia2j1co8ftPgFq98pgQ.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/O9UNfTRAia2j1co8ftPgFq98pgQ.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/O9UNfTRAia2j1co8ftPgFq98pgQ.png 2500w\",style:{aspectRatio:\"2500 / 1538\"},width:\"1250\"}),/*#__PURE__*/e(\"h4\",{children:\"2. Immersive & Multi-Sensory Experiences\"}),/*#__PURE__*/e(\"p\",{children:\"With e-commerce dominating, physical stores must offer unique experiences that online shopping cannot replicate. In 2025, retailers will focus on engaging all five senses to enhance moods and evoke emotions (Williams, 2023).\"}),/*#__PURE__*/e(\"p\",{children:\"Expect to see:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Scented spaces that evoke emotions and enhance brand recall.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Soundscapes tailored to influence mood and encourage browsing.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tactile product displays that allow hands-on interaction.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Dynamic lighting designed to create different atmospheres for various sections of the store.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Brands like Lush have pioneered this by creating spaces where customers can interact with and even create products. This experiential retail approach makes shopping memorable and emotionally impactful, ultimately fostering a stronger brand connection (Taylor, 2023).\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"769\",src:\"https://framerusercontent.com/images/srOzobntP0yXI45AjHX04L5Wck.png\",srcSet:\"https://framerusercontent.com/images/srOzobntP0yXI45AjHX04L5Wck.png?scale-down-to=512 512w,https://framerusercontent.com/images/srOzobntP0yXI45AjHX04L5Wck.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/srOzobntP0yXI45AjHX04L5Wck.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/srOzobntP0yXI45AjHX04L5Wck.png 2500w\",style:{aspectRatio:\"2500 / 1538\"},width:\"1250\"}),/*#__PURE__*/e(\"h4\",{children:\"3. Sustainability-Driven Retail Design\"}),/*#__PURE__*/e(\"p\",{children:\"Sustainability is no longer a trend; it\u2019s a necessity.\"}),/*#__PURE__*/e(\"p\",{children:\"In 2025, retail designs will incorporate sustainable materials like green walls, energy-efficient lighting, and low-impact furnishings and utilise recyclable materials and adaptive designs that minimise waste (Green & Associates, 2024).\"}),/*#__PURE__*/e(\"p\",{children:\"Leading retailers are even implementing \u201Ccarbon-neutral\u201D flooring and energy-efficient fixtures, reinforcing their commitment to reducing environmental impact and appealing to customers who prioritise sustainability (Jones, 2024).\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"769\",src:\"https://framerusercontent.com/images/qHng82UP85DjWRsNMIm3itjr8c.png\",srcSet:\"https://framerusercontent.com/images/qHng82UP85DjWRsNMIm3itjr8c.png?scale-down-to=512 512w,https://framerusercontent.com/images/qHng82UP85DjWRsNMIm3itjr8c.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/qHng82UP85DjWRsNMIm3itjr8c.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/qHng82UP85DjWRsNMIm3itjr8c.png 2500w\",style:{aspectRatio:\"2500 / 1538\"},width:\"1250\"}),/*#__PURE__*/e(\"h4\",{children:\"4. Community-Centric Retail Spaces\"}),/*#__PURE__*/e(\"p\",{children:\"Retail is becoming more than just a place to shop, it\u2019s evolving into a social experience.\"}),/*#__PURE__*/e(\"p\",{children:\"Stores in 2025 are likely to include spaces that encourage customers to socialise and participate in events. This might mean integrating coffee bars, seating areas or co-working zones (Davies, 2023).\"}),/*#__PURE__*/e(\"p\",{children:\"Community spaces will also support brand-building events, workshops and local collaborations, turning stores into hubs of connection and culture.\"}),/*#__PURE__*/e(\"p\",{children:\"Community-driven retail spaces provide opportunities for brands to engage with customers in meaningful ways, turning stores into cultural hubs rather than just points of sale (Lewis, 2024).\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"769\",src:\"https://framerusercontent.com/images/dPNpFEubFSQpDA4teiMQeVOABCU.png\",srcSet:\"https://framerusercontent.com/images/dPNpFEubFSQpDA4teiMQeVOABCU.png?scale-down-to=512 512w,https://framerusercontent.com/images/dPNpFEubFSQpDA4teiMQeVOABCU.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/dPNpFEubFSQpDA4teiMQeVOABCU.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/dPNpFEubFSQpDA4teiMQeVOABCU.png 2500w\",style:{aspectRatio:\"2500 / 1538\"},width:\"1250\"}),/*#__PURE__*/e(\"h4\",{children:'5. Hybrid Digital-Physical Shopping (\"Phygital\" Retail)'}),/*#__PURE__*/e(\"p\",{children:\"The fusion of online and offline shopping is accelerating, with brands creating phygital experiences that seamlessly merge both worlds.\"}),/*#__PURE__*/t(\"p\",{children:[\"QR codes, AR/VR setups and interactive screens enhance the shopping journey giving customers the option to check stock levels, get instant product reviews or even view in-store paths on their mobile devices \",/*#__PURE__*/e(a,{motionChild:!0,nodeId:\"fJulMcPO3\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(s.a,{children:\"(Clark, 2024).\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Many stores are also testing virtual aisles, where customers can browse a broader catalogue digitally within the store itself offering the benefits of online shopping while preserving the immediate nature of being in-store (Miller & Co., 2023).\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"769\",src:\"https://framerusercontent.com/images/UNqWP1d1NXQjQK0KhdRz3KoPP0.png\",srcSet:\"https://framerusercontent.com/images/UNqWP1d1NXQjQK0KhdRz3KoPP0.png?scale-down-to=512 512w,https://framerusercontent.com/images/UNqWP1d1NXQjQK0KhdRz3KoPP0.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/UNqWP1d1NXQjQK0KhdRz3KoPP0.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/UNqWP1d1NXQjQK0KhdRz3KoPP0.png 2500w\",style:{aspectRatio:\"2500 / 1538\"},width:\"1250\"}),/*#__PURE__*/e(\"h4\",{children:\"Final Thoughts\"}),/*#__PURE__*/e(\"p\",{children:\"Retail in 2025 is about making shopping personal, sustainable, and unforgettable and brands that adapt to the evolving needs and preferences of consumers will thrive.\"}),/*#__PURE__*/e(\"p\",{children:\"By leveraging AI-driven environments, multi-sensory design, eco-conscious materials, community spaces, and hybrid digital-physical shopping, retailers can craft future-proof spaces that drive sales and customer loyalty.\"}),/*#__PURE__*/t(\"h5\",{children:[\"Looking to elevate your retail space in 2025? \",/*#__PURE__*/e(a,{href:{webPageId:\"oSqiE1i1k\"},motionChild:!0,nodeId:\"fJulMcPO3\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(s.a,{children:\"Contact us\"})}),\" today to explore how we can help you create an innovative and engaging store experience.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"References:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Smith, J. (2023). 'The Impact of Sustainable Practices on Retail Design', Environmental Retail Strategies, 8(3), pp. 19-34.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Brown, P. (2024). 'AI in Retail Design: Personalising the Shopping Experience', Future Retail Innovations Quarterly, 15(2), pp. 45-59.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Johnson, M. (2024). 'AI Transformations in Store Layouts', Retail AI Insights, 10(2), pp. 34-50.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Williams, A. (2023). 'Immersive Retail Design in the Digital Age', Retail Innovations Quarterly, 17(1), pp. 60-78.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Taylor, R. (2023). 'Creating Memorable Retail Experiences through Multi-Sensory Design', Retail Experience Innovations, 13(2), pp. 58-75.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Green & Associates, (2024). 'Sustainable Retail Design: Trends and Practices', Eco-Retail Review, 9(1), pp. 12-28.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Jones, S. (2024). 'Carbon-Neutral and Energy-Efficient Retail Innovations', Sustainability in Retail Journal, 18(2), pp. 22-37.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Davies, L. (2023). 'Community-Centric Retail Spaces: Building Connections and Culture', Retail Dynamics Magazine, 12(4), pp. 30-45.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Lewis, T. (2024). 'The Role of Community Spaces in Modern Retailing', Retail Experience Journal, 11(3), pp. 48-63.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Clark, J. (2024). 'The Rise of Phygital Retail Spaces', Retail Tech Innovations Journal, 22(3), pp. 67-83.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Miller & Co., (2023). 'Virtual Aisles: Bridging Online and Offline Shopping', Digital Retail Journal, 14(4), pp. 40-56.\"})})]})]});export const richText2=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We're excited to announce our new relationship with Madri Excepcional. A brand born from the soul of Madrid - Unbottling energy, cultures and new thinking. They've asked us to collaborate on new authentic experiences.\"}),/*#__PURE__*/e(\"p\",{children:\"More coming soon!\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"562\",src:\"https://framerusercontent.com/images/dUMQE5MtZDUwVnvoc6F1D1Ijzg.jpg\",srcSet:\"https://framerusercontent.com/images/dUMQE5MtZDUwVnvoc6F1D1Ijzg.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/dUMQE5MtZDUwVnvoc6F1D1Ijzg.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/dUMQE5MtZDUwVnvoc6F1D1Ijzg.jpg 2000w\",style:{aspectRatio:\"2000 / 1125\"},width:\"1000\"})]});export const richText3=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"h5\",{children:\"We are thrilled to announce the successful installation of new concessions in France and Germany for our client, New Era. Tasked with reimagining the brand's retail presence, we developed a fresh store concept that resonates with New Era's dedicated fans. Drawing inspiration from the brand's rich baseball heritage, we incorporated subtle cultural influences to strengthen the connection with both the brand and its customers.\"}),/*#__PURE__*/e(\"p\",{children:\"New Era is a dynamic sports lifestyle brand with collaborations spanning street culture, Formula 1, and e-sports. This is an incredibly exciting time for the brand, and we are proud to be part of its growth and transformation. As New Era continues to invest in innovative activations, experiences, and spaces, we look forward to further enhancing the brand's engagement with its diverse audiences.\"}),/*#__PURE__*/e(\"p\",{children:\"With Flagship stores coming soon. \"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"600\",src:\"https://framerusercontent.com/images/Er1rOqQXAB3cMxXHv3JldcOuUk.jpg\",srcSet:\"https://framerusercontent.com/images/Er1rOqQXAB3cMxXHv3JldcOuUk.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/Er1rOqQXAB3cMxXHv3JldcOuUk.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/Er1rOqQXAB3cMxXHv3JldcOuUk.jpg 1600w\",style:{aspectRatio:\"1600 / 1200\"},width:\"800\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"600\",src:\"https://framerusercontent.com/images/K5l9kobidSJYaTPGoOUs2AeFNEs.jpg\",style:{aspectRatio:\"1600 / 1200\"},width:\"800\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"600\",src:\"https://framerusercontent.com/images/1OH7RhvfwNhFddYuwgYjbpGOk.jpg\",srcSet:\"https://framerusercontent.com/images/1OH7RhvfwNhFddYuwgYjbpGOk.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/1OH7RhvfwNhFddYuwgYjbpGOk.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/1OH7RhvfwNhFddYuwgYjbpGOk.jpg 1600w\",style:{aspectRatio:\"1600 / 1200\"},width:\"800\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"600\",src:\"https://framerusercontent.com/images/vizZCVNTO6AL0PPQ6bWNSu7xh8.jpg\",srcSet:\"https://framerusercontent.com/images/vizZCVNTO6AL0PPQ6bWNSu7xh8.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/vizZCVNTO6AL0PPQ6bWNSu7xh8.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/vizZCVNTO6AL0PPQ6bWNSu7xh8.jpg 1600w\",style:{aspectRatio:\"1600 / 1200\"},width:\"800\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"600\",src:\"https://framerusercontent.com/images/78ruEOPtmTWZHtMAgBKtattLdU.jpg\",srcSet:\"https://framerusercontent.com/images/78ruEOPtmTWZHtMAgBKtattLdU.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/78ruEOPtmTWZHtMAgBKtattLdU.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/78ruEOPtmTWZHtMAgBKtattLdU.jpg 1600w\",style:{aspectRatio:\"1600 / 1200\"},width:\"800\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"600\",src:\"https://framerusercontent.com/images/L0YVOLE3F17deOrfhvKxUk53GX4.jpg\",srcSet:\"https://framerusercontent.com/images/L0YVOLE3F17deOrfhvKxUk53GX4.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/L0YVOLE3F17deOrfhvKxUk53GX4.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/L0YVOLE3F17deOrfhvKxUk53GX4.jpg 1600w\",style:{aspectRatio:\"1600 / 1200\"},width:\"800\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"600\",src:\"https://framerusercontent.com/images/VhNUyNqLetTfyZ4dLTJhjViNs9o.jpg\",srcSet:\"https://framerusercontent.com/images/VhNUyNqLetTfyZ4dLTJhjViNs9o.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/VhNUyNqLetTfyZ4dLTJhjViNs9o.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/VhNUyNqLetTfyZ4dLTJhjViNs9o.jpg 1600w\",style:{aspectRatio:\"1600 / 1200\"},width:\"800\"})]});export const richText4=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"h4\",{children:\"Project Announcement \"}),/*#__PURE__*/e(\"p\",{children:\"At Whiteroom, we are thrilled to announce our appointment as the design agency tasked with reimagining the global head office for Sweaty Betty. 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However, there has been a recent shift in the balance of power, particularly as buzzy indie brands begin to harness the power of social media and initiate radical trends. Whilst those retailers with longevity are not exempt to this shift, they must be willing to embrace change and take opportunities to meet modern consumer demands.\"}),/*#__PURE__*/e(\"p\",{children:\"Beauty trends are very much at the heart of this revolution to the industry. Over time, multiple trends have emerged which a promise to redefine our beauty regimes. From activated charcoal through to plant-based products, we find ourselves angling towards the next \u2018big thing\u2019 which could enhance our approach towards a physical and emotional peak.\"}),/*#__PURE__*/t(\"p\",{children:[\"As beauty enthusiasts and consumers, we are so deeply guided by these recommendations and put our trust into knowledgeable sources such as brands.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"577\",src:\"https://framerusercontent.com/images/tExmSM7B2g7fEjcHNR8VB9MOz3o.jpg\",srcSet:\"https://framerusercontent.com/images/tExmSM7B2g7fEjcHNR8VB9MOz3o.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/tExmSM7B2g7fEjcHNR8VB9MOz3o.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/tExmSM7B2g7fEjcHNR8VB9MOz3o.jpg?scale-down-to=2048 2048w,https://framerusercontent.com/images/tExmSM7B2g7fEjcHNR8VB9MOz3o.jpg 2500w\",style:{aspectRatio:\"2500 / 1154\"},width:\"1250\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"From a retail design perspective, the world of beauty retail is certainly one of the most complex and fast-moving sectors. Beauty is a\\xa0\",/*#__PURE__*/e(\"em\",{children:\"playground.\\xa0\"}),\"It is a platform for brand innovation and consumer experimentation. Whilst \u2018experiential\u2019 might have quickly fallen into overuse, the beauty industry continues to pioneer this trend; opening countless spaces which disrupt the norm and make us fall in love with brands over and over again. From Benefit\u2019s hipster fried chicken pop-up store through to Shiseido Ginza beauty powerhouse of luxury, there are boundless opportunities for brands to connect with their consumers on a physical level. However, uniqueness is key here in a quickly over-saturated market. Those brands thriving in this modern day are those who offer a point of difference and refuse to let these connections become stagnant.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Best of all? The impact that social platforms have on this execution of physical experiences. Those beauty brands in the know have begun to harness the power of social media to facilitate conversations, research what their consumers are crying out for, reach out to influencers\\xa0\",/*#__PURE__*/e(\"em\",{children:\"and\\xa0\"}),\"promote their own brand experiences.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"769\",src:\"https://framerusercontent.com/images/29hIoT8dbwMfGmlH1u84DrcbFQs.jpg\",srcSet:\"https://framerusercontent.com/images/29hIoT8dbwMfGmlH1u84DrcbFQs.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/29hIoT8dbwMfGmlH1u84DrcbFQs.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/29hIoT8dbwMfGmlH1u84DrcbFQs.jpg?scale-down-to=2048 2048w,https://framerusercontent.com/images/29hIoT8dbwMfGmlH1u84DrcbFQs.jpg 2500w\",style:{aspectRatio:\"2500 / 1538\"},width:\"1250\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"THE CONCEPT OF WELLNESS\"}),/*#__PURE__*/e(\"p\",{children:\"To look good is to feel good\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"Wellness refers to holistic living which is characterised by physical, mental and social wellbeing. Stemming from Danish \u2018hygge\u2019 (the supposed secret to happiness), the concept has quickly become a mantra for our everyday lives; with consumers placing more and more value on their health and wellbeing. At the heart of this movement is the beauty industry, with many beauty retailers prioritising wellbeing as part of their product, social and physical strategies.\"]}),/*#__PURE__*/e(\"p\",{children:\"In recent years, a shift in preference has become blatantly apparent. There is no denying that we still have a focus on our physical appearance, but we want our aesthetic to be matched with a sense of feeling good. Fitness, clean-eating, organic products, wholesome experiences \u2013 they all form part of our desire to live fulfilling lifestyles.\"}),/*#__PURE__*/e(\"p\",{children:\"Whilst many industries have utilised this new approach to living, the beauty industry is perhaps the most innovative. From Deciem\u2019s dedication transparent, cost-effective skincare regimes through to Lush\u2019s introduction of packaging-free natural beauty products, it has become apparent that beauty retailers are answering a modern demand for personal, social and economic wellness.\"}),/*#__PURE__*/e(\"p\",{children:\"Most importantly, these brands recognise that wellness is a circular movement. We feel good if we look good and we look better when we truly feel good. Regardless of skincare and make-up routines, our journey towards wellness is entirely individualised and we highly regard brands who cater to personalisation.\"}),/*#__PURE__*/e(\"p\",{children:\"Whether we demand to know the science behind the ingredients, choose to indulge in the allure of glamorous packaging or fully immerse ourselves in a relaxing store experience; we are mostly seeking evidence and credibility from a beauty brand. We want to trust that these brands have our wellbeing at heart, that they strive to offer us more than a cover-up, but a celebration of what makes us us.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"769\",src:\"https://framerusercontent.com/images/y7cpPMbkEiSVmzLtUu9HcvIV48s.jpg\",srcSet:\"https://framerusercontent.com/images/y7cpPMbkEiSVmzLtUu9HcvIV48s.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/y7cpPMbkEiSVmzLtUu9HcvIV48s.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/y7cpPMbkEiSVmzLtUu9HcvIV48s.jpg?scale-down-to=2048 2048w,https://framerusercontent.com/images/y7cpPMbkEiSVmzLtUu9HcvIV48s.jpg 2500w\",style:{aspectRatio:\"2500 / 1538\"},width:\"1250\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"577\",src:\"https://framerusercontent.com/images/tkjQ4nplbExTyU22o5o12gnlbW0.jpg\",srcSet:\"https://framerusercontent.com/images/tkjQ4nplbExTyU22o5o12gnlbW0.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/tkjQ4nplbExTyU22o5o12gnlbW0.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/tkjQ4nplbExTyU22o5o12gnlbW0.jpg?scale-down-to=2048 2048w,https://framerusercontent.com/images/tkjQ4nplbExTyU22o5o12gnlbW0.jpg 2500w\",style:{aspectRatio:\"2500 / 1154\"},width:\"1250\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"THE CONSUMER DRIVERS\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The mindset of the modern beauty consumer\"}),/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{})]}),\"In a sector which is not only heavily saturated, but has such a wealth of innovation at play, it is often hard to distinguish the good brands from the bad. And adhering to the latest trends isn\u2019t the only answer here. It is also important to consider the most impactful factor of all: the consumer drivers.\"]}),/*#__PURE__*/e(\"p\",{children:\"Understanding the mindsets and motivations of the beauty consumer was traditionally focused on demographics, but just as consumers no longer want to be stereotyped by their gender, ethnicity or social position; they certainly do not want to be defined by their age. Instead, we can establish consumer profiles by determining how they interact with the industry:\"}),/*#__PURE__*/e(\"h4\",{children:\"THE SEEKER\"}),/*#__PURE__*/e(\"p\",{children:\"With such a wealth of choice, the beauty seeker is looking for the holy grail of their beauty regime. They are driven by research and they strive to determine a set of products which will offer consistent results. Most importantly, they use social platforms for their research and insight; with a particular focus on peers and influencers who honestly review products.\"}),/*#__PURE__*/e(\"p\",{children:\"The power of media \u2013 social and editorial \u2013 is heightened for the beauty seekers as they hunt out their next purchase.\"}),/*#__PURE__*/e(\"h4\",{children:\"THE FANATIC\"}),/*#__PURE__*/e(\"p\",{children:\"They know what they want, where they can get it and what they are willing to pay for it. The beauty fanatics are driven by self-expression and are open to trying new products which offer a variety of benefits. With such an open mind to the industry, brands shouldn\u2019t be perturbed that this shopper mindset may not be focused on loyalty to one brand.\"}),/*#__PURE__*/e(\"p\",{children:\"However, as they are fuelled by experimentation, these beauty fanatics are won over by brands whom design an experiential beauty playground \u2013 online and in-store.\"}),/*#__PURE__*/e(\"h4\",{children:\"THE SOLVER\"}),/*#__PURE__*/e(\"p\",{children:\"As the industry and its products become more and more complex, the beauty solver is motivated by a results-oriented approach. Their mindset is entirely focused on bespoke solutions to their wants and needs, specifically from a source that they feel is credible.\"}),/*#__PURE__*/e(\"p\",{children:\"They refuse the one-size-fits-all model and favour brands who listen to their demands, answering them with product ranges and physical experiences which are transparent and most importantly \u2013 authentic.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"577\",src:\"https://framerusercontent.com/images/kMUYUIJAZl0OdB9YNxrtGU7kA.jpg\",srcSet:\"https://framerusercontent.com/images/kMUYUIJAZl0OdB9YNxrtGU7kA.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/kMUYUIJAZl0OdB9YNxrtGU7kA.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/kMUYUIJAZl0OdB9YNxrtGU7kA.jpg?scale-down-to=2048 2048w,https://framerusercontent.com/images/kMUYUIJAZl0OdB9YNxrtGU7kA.jpg 2500w\",style:{aspectRatio:\"2500 / 1154\"},width:\"1250\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"SPEED OF SERVICE\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A frictionless service\"})}),/*#__PURE__*/e(\"p\",{children:\"Across multiple sectors, brands are taking the steps towards eliminating pain points and obstacles in our path to purchase. From fast fashion brands such as ASOS allow us to order from the comfort of our sofa and have items delivered the next day through to Amazon Go\u2019s most advanced convenience store, we have become accustomed to seamless services and transactions. The beauty industry welcomes this concept of frictionless shopping, introducing virtual shopping baskets, digital totems (MAC Shanghai) and purchasing directly through Instagram.\"}),/*#__PURE__*/e(\"p\",{children:\"Having, this concept has been quick to outgrow platforms and is now integrated into physical retail. Beauty appointments are no longer limited to expensive spa breaks, they now feature as part of our busy daily lifestyles. In a move marketed as a \u2018re-written narrative on hair\u2019 Hershesons opened a one stop beauty shop in Harvey Nichols, featuring the best in beauty newness. Not only a chance to make a radical hairstyle change or discover the next best skincare, it was also a mark of how the casual shopping experience could become one of beauty and wellness. Similar to this concept was the MAC x Bumble & Bumble store which was neatly divided into a beauty store and express salon, enabling consumers to feel holistically pampered in just one space.\"}),/*#__PURE__*/e(\"p\",{children:\"This seamless service acknowledges the ease of online shopping but creates experiential moments; removing the boredom which comes with sifting through shelves of monotonous product or waiting weeks for the appointment with your regular stylist.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",height:\"577\",src:\"https://framerusercontent.com/images/0pDPGFsK0hR4UDOITQAJnhZe3zQ.jpg\",srcSet:\"https://framerusercontent.com/images/0pDPGFsK0hR4UDOITQAJnhZe3zQ.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/0pDPGFsK0hR4UDOITQAJnhZe3zQ.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/0pDPGFsK0hR4UDOITQAJnhZe3zQ.jpg?scale-down-to=2048 2048w,https://framerusercontent.com/images/0pDPGFsK0hR4UDOITQAJnhZe3zQ.jpg 2500w\",style:{aspectRatio:\"2500 / 1154\"},width:\"1250\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Throughout 2020, we will read countless \u2018the future of beauty\u2019 articles. However, whilst brands continue to diverge from the norm and create outrageous social and physical experiences, we find ourselves in an\\xa0\",/*#__PURE__*/e(\"em\",{children:\"unwritten\\xa0\"}),\"future. 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