The Challenge

Our client, a global purveyor of luxury homegoods, sought to reinvent the experience customers had when they entered the store in the hopes of attracting newer, younger audiences.
Gemic was approached to help the company breathe new life into their flagship stores through a deeper understanding of the experiences their customers sought.

Our Approach

We leveraged ethnography to unlock the aspirations of young, wealthy shoppers and developed a new logic for the luxury shopping experience that centered lifestyle inspiration.

We then leveraged this knowledge to help the client redesign the floor plan from the ground up.

Person touching a shirt displayed on a clothing rack. Photo by Charles Deluvio, Unsplash.

The Key Insight

We learned that the younger generation of luxury shoppers valued opportunities for lifestyle inspiration and treated the in-store experience as a way to ‘try on’ new ideas of living and homemaking.

The Outcome


We outlined the key dimensions of a successful in store experience.


We worked business leaders to redesign store layouts and offerings from the ground up.

Revamping the loyalty strategy for one of the US’s biggest retailers
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