Do nature-like retail environments increase conversion rates? According to science, exposure to nature has been linked to a host of benefits, including improved attention, lower stress, better mood and even upticks in empathy and cooperation. Not a bad way to start a sales pitch. But more importantly, it can appeal to nature-deprived Gen Z customers.
Conceived somewhere between a gallery and a laboratory, the latest flagship of Braun Buffel by Shanghai-based creative studio Spacemen is composed of a series of conceptual spaces entitled ‘Urban Bloom’ that form organic installations in in-store retail environments. With an XL moss-covered centrepiece surrounded by precious stones, the unique retail space is said to serve as ‘an abstract oasis’ in Putrajaya’s IOI Mall in Malaysia. The ‘biophilic’ theme instantly creates a calming atmosphere for customers seeking peace and nature.
‘The centrepiece was designed to seem as though it is sprouting from the ground towards the ceiling – towards the sun – hence why we integrated the membrane lighting ceiling above it, just like how it would grow out of a beaker in a mad scientist’s lab towards natural light,’ explains Spacemen founder Edward Tan.
The German House with 132 years of history in the leather trade, is continually challenged to show sustainability credentials. Although Braun Buffel’s leather is sustainable since it comes from livestock by-products, this initiative roots the brand even deeper into the next era of luxury.
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