People are changing the way they live, work and shop. The classic product display has given way to multi-faceted, digitalised shopping experiences. In the face of online competitors, the brick-and-mortar store must generate added value – today more than ever – in the form of excellent service, expert assistance and a multi-sensory environment. However, it must primarily promote a sense of togetherness and offer a shopping experience with an emotional factor. ‘The Village’ showcases a concept that meets today’s consumer expectations. Vitra works together with specialists in order to view this holistically.

‘The Village’ encompasses four retail concepts grouped around a plaza-like setting, each representing a different retail sector: automotive, health & beauty, fashion and food. A fictitious brand was created for each of these retail worlds, along with individual products and a history that invites customers on a journey. Each store is centred round a new Vitra retail product. ‘The Village’ was developed in collaboration with Finnish interior designer Joanna Laajisto.