Retail is no longer just about shelves, sales and footfall – it’s about shareability. As the lines between physical and digital experiences continue to blur, the most impactful in-store environments treat shareability as a core strategic objective.
Retailers are increasingly curating physical spaces that not only look great in person but also translate effortlessly to social media feeds. Every corner, wall, and product display becomes an opportunity for organic amplification. In a world where content is currency, stores must be designed not just to serve but to inspire.
But creating “Instagrammable” moments isn’t just about neon signs and feature walls. It requires a thoughtful blend of spatial design, digital integration, sensory elements, and a deep understanding of what drives engagement – both emotional and algorithmic.
Why shareability is becoming a key metric in retail design
The physical and digital worlds have become extensions of each other. Anything captured in store and shared online can enhance brand awareness and potentially draw in new audiences to the retailer. And digital signage in the physical world can create visually stimulating and exciting experiences that encourage people to snap the content and promote the store.
It’s for these reasons that shareability has become an essential consideration when designing or reworking a retail space. Creating shareable moments encourages interaction and engagement, fostering a sense of community and loyalty among customers. It also has a direct sales impact. Shareable content can lead to increased traffic and sales as potential customers are exposed to the brand and products through social media and other messaging platforms like WhatsApp.
Once the investment has been made in designing the physical space, the store pretty much generates ongoing word-of-mouth, so is highly cost effective. Above all, by offering unique and shareable experiences, retailers can build brand recognition and encourage repeat purchases.
How brands can turn physical stores into content engines
The Glossier store in Covent Garden was only meant to be a pop-up store when it launched in 2019, but such was its popularity – and how shareable the space was – it returned as a permanent location. Pink walls are brightly lit and rows of mirrors are located next to products, providing plenty of selfie spots and online content generation opportunities.
Hybrid spaces that work as community or exhibition spaces as well as retail stores are another great way to create sharing. Arket, for instance, has done this with the café it has alongside its stores, while Japan House in London is a mix of exhibitions, food and drink spots, and a store. Even brands on lower budgets can integrate pop-up showings or one-off events to attract engagement.
Technology can then personalise the shopping experience, making it more unique and shareable for each individual customer. Digital signage provides a whole variety of flexible ways to turn stores into content engines by being able to show a range of content itself. Visually striking and interactive displays, like videos, animations or adverts, can incentivise customers to take photos and videos of the space they’re in.
There is also the immersive and creative content retailers can produce to take customers on a journey, transporting them to different environments and landscapes. They could be on a trip under the sea or at the top of a mountain.
Ultimately, there are so many creative methods brands can employ to encourage sharing. The key is ensuring the installations align with both the retail space and the brand identity.
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The elements that make a space worth capturing
We all know how lighting can make a difference to our experiences at home or in locations like a restaurant. If it’s set at the wrong level, it can impact the atmosphere hugely – and from time of day to different brand campaigns, it needs to be able to adapt, whether that’s its brightness or colour temperature.
‘Cool’ ambient or decorative lighting can encourage customers to take photos and get the Instagrammable effect in real life, and components like LED strips or track spots can accentuate certain areas or products. Even if it’s just a photo of people, if they’re in a recognisable space, then promotion is still delivered.
That’s why the layout of a store is just as important. Light and space work in harmony with each other. Stores with unique or recognisable features will attract attention to share the physical space in the online world. Digital signage radiating from inside a store and features such as spiral staircases or sky roofs can all make a space worth capturing.
More recent developments like smart shelves are now creating a data-driven approach. Equipped with technology such as sensors, digital labels and cameras, retailers can track metrics from inventory levels to customer behaviour.
Not only is this a valuable method for brands to manage their pricing strategies, but they can actively enhance shareability too. Digital labels, for example, can dynamically change displays and show QR codes depending on the product a customer is looking at to encourage digital interactions.
Moving from shelf to selfie
Shareability has become one of the most impactful ways of generating brand awareness. If brands can design spaces people want to post about or share on group chats, they are gaining targeted promotion without having to produce the content themselves. But to achieve this effect, their retail spaces have to translate to the digital world and spark sharing.
By turning physical stores into content engines and perfecting a mix of space, light, digital integration and customer understanding, retailers can create spaces that are designed to be captured. It’s about creating an in-store experience that encourages people to amplify a retailer online, which in turn brings more customers to the store on foot. Every share can draw in audiences that previously may have existed outside of their reach.
Moving from shelf to selfie isn’t just good for the gram – it’s now a fundamental part of retail design strategy.
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