Hospitality Design - December 2021 - 29
Photos courtesy of GONZALEZ HAASE AAS and EPIC GAMES
perspectives interview
By Alissa Ponchione
Balenciaga debuted its fashion collection inside Fortnite, where the luxury brand's
Paris store, designed by Gonzalez Haase, was recreated for the video game
The Fortnite x Balenciaga collaboration allowed players
to buy digital outfits inspired by real-life pieces
FINDING MEANING
George Gottl explores retail's three pillars of
transformation
When George Gott l, chief creative offi cer
and cofounder of Amsterdam-based
strategic global design consultancy UXUS,
takes on a project, he starts by diving into
the psychology of the customer. With
retail, specifi cally, that means exploring
everything from the energy of the space to
the purpose of the brand. " We are always
looking through the customer lens, " he says,
" because it's always about them. They're the
empowered ones. " Today, consumers want to
be able to experience a brand holistically, not
only in real life, but also digitally and through
meaningful moments. Here, Gott l highlights
a handful of brands that are responding to
what he describes as retail's three pillars
of transformation: from static to agile,
from transactional to emotional, and from
purchase to purpose.
Static to Agile
" This year, Balenciaga partnered with
online video game Fortnite to create a
virtual store [based off the Paris fl agship
designed by Berlin-based Gonzalez Haas]
within the game. The world is a duality
right now. It's about the unreal and the
real. Balenciaga understands that and
knows how to reach this target group. It's
about this fl uidity between worlds and
mixing the high and low together. The
Fortnite hoodie costs $725, and when it
dropped, it sold out. "
hospitalitydesign.com December 2021
029
http://www.hospitalitydesign.com
Hospitality Design - December 2021
Table of Contents for the Digital Edition of Hospitality Design - December 2021
contents
from the editor
behind the design
cityscene: new york
hd siteseeing
nextgen forum
sketchbook
interview: jenesis laforcarde
interview: george gottl
interview: fogarty finger
designer profile: will cooper
art
fabrics
upholstered furniture
flooring
wallcoverings
platinum circle
neri&hu
brad wilson
jennifer johanson
larry traxler
trends: looking ahead
extended stay redefined
luxury cruising
remote cabins
holistic wellbeing
female-centered healthcare
design-forward dispensaries
immersive retail
imbibing in style
upgraded diners
community schools
inclusive affordable housing
innovative offices
ad index
back space: courtney mcleod
Hospitality Design - December 2021 - Intro
Hospitality Design - December 2021 - Cover1
Hospitality Design - December 2021 - Cover2
Hospitality Design - December 2021 - 1
Hospitality Design - December 2021 - 2
Hospitality Design - December 2021 - 3
Hospitality Design - December 2021 - 4
Hospitality Design - December 2021 - contents
Hospitality Design - December 2021 - 6
Hospitality Design - December 2021 - 7
Hospitality Design - December 2021 - from the editor
Hospitality Design - December 2021 - 9
Hospitality Design - December 2021 - behind the design
Hospitality Design - December 2021 - 11
Hospitality Design - December 2021 - 12
Hospitality Design - December 2021 - cityscene: new york
Hospitality Design - December 2021 - 14
Hospitality Design - December 2021 - hd siteseeing
Hospitality Design - December 2021 - nextgen forum
Hospitality Design - December 2021 - 17
Hospitality Design - December 2021 - 18
Hospitality Design - December 2021 - sketchbook
Hospitality Design - December 2021 - 20
Hospitality Design - December 2021 - 21
Hospitality Design - December 2021 - 22
Hospitality Design - December 2021 - 23
Hospitality Design - December 2021 - 24
Hospitality Design - December 2021 - 25
Hospitality Design - December 2021 - 26
Hospitality Design - December 2021 - interview: jenesis laforcarde
Hospitality Design - December 2021 - 28
Hospitality Design - December 2021 - interview: george gottl
Hospitality Design - December 2021 - 30
Hospitality Design - December 2021 - 31
Hospitality Design - December 2021 - 32
Hospitality Design - December 2021 - interview: fogarty finger
Hospitality Design - December 2021 - 34
Hospitality Design - December 2021 - 35
Hospitality Design - December 2021 - 36
Hospitality Design - December 2021 - designer profile: will cooper
Hospitality Design - December 2021 - art
Hospitality Design - December 2021 - 39
Hospitality Design - December 2021 - 40
Hospitality Design - December 2021 - fabrics
Hospitality Design - December 2021 - upholstered furniture
Hospitality Design - December 2021 - 43
Hospitality Design - December 2021 - 44
Hospitality Design - December 2021 - 45
Hospitality Design - December 2021 - flooring
Hospitality Design - December 2021 - 47
Hospitality Design - December 2021 - wallcoverings
Hospitality Design - December 2021 - 49
Hospitality Design - December 2021 - 50
Hospitality Design - December 2021 - platinum circle
Hospitality Design - December 2021 - neri&hu
Hospitality Design - December 2021 - 53
Hospitality Design - December 2021 - brad wilson
Hospitality Design - December 2021 - 55
Hospitality Design - December 2021 - jennifer johanson
Hospitality Design - December 2021 - 57
Hospitality Design - December 2021 - larry traxler
Hospitality Design - December 2021 - 59
Hospitality Design - December 2021 - 60
Hospitality Design - December 2021 - trends: looking ahead
Hospitality Design - December 2021 - extended stay redefined
Hospitality Design - December 2021 - 63
Hospitality Design - December 2021 - luxury cruising
Hospitality Design - December 2021 - 65
Hospitality Design - December 2021 - remote cabins
Hospitality Design - December 2021 - 67
Hospitality Design - December 2021 - holistic wellbeing
Hospitality Design - December 2021 - 69
Hospitality Design - December 2021 - female-centered healthcare
Hospitality Design - December 2021 - 71
Hospitality Design - December 2021 - design-forward dispensaries
Hospitality Design - December 2021 - 73
Hospitality Design - December 2021 - immersive retail
Hospitality Design - December 2021 - 75
Hospitality Design - December 2021 - imbibing in style
Hospitality Design - December 2021 - 77
Hospitality Design - December 2021 - upgraded diners
Hospitality Design - December 2021 - 79
Hospitality Design - December 2021 - community schools
Hospitality Design - December 2021 - 81
Hospitality Design - December 2021 - inclusive affordable housing
Hospitality Design - December 2021 - 83
Hospitality Design - December 2021 - innovative offices
Hospitality Design - December 2021 - 85
Hospitality Design - December 2021 - ad index
Hospitality Design - December 2021 - 87
Hospitality Design - December 2021 - back space: courtney mcleod
Hospitality Design - December 2021 - Cover3
Hospitality Design - December 2021 - Cover4
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