More in store: Multisensory brand space opens

Amsterdam – A new, rentable retail space offers consumers the chance to temporarily enjoy a multisensory experience of a brand or new product. The BrandNew space, fitted with the latest technology, offers brands the opportunity to showcase their wares in a multisensory fashion. Brands can rent the space for two to four weeks at a time to make use of its audiovisual gadgets, scent dispensers and interactive projection system.

While online shopping threatens to make the bricks-and-mortar store redundant, shops that focus on the experiential are fighting back with something beyond the flat screen of visual merchandising on retail websites.