The Futur with Chris Do Winning IRL: The Future of Retail w/ Lara Marrero | Ep 382
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Sep 20, 2025 Lara Marrero, Partner and Strategy Director at Gensler, brings over two decades of experience in reshaping retail. She discusses the transformative evolution of retail spaces into experiential destinations rather than mere shopping points. Lara introduces the PhD concept—Physical, Human, Digital—as essential in modern retail strategy. The conversation highlights the rise of ‘retailtainment’ and the importance of community connection, with a case study on Westfield Century City showcasing lifestyle experiences that drive consumer engagement.
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PhD Framework For Modern Retail
- Retail now balances Physical, Human and Digital — the "PhD" — to create cohesive brand ecosystems.
- Brands must design where digital amplifies physical experiences and human connection.
Choose The Right Store Format
- Prioritize store typologies strategically: flagship, inline, and pop-up each serve different brand goals.
- Choose formats based on reach, testing needs, and the level of brand immersion required.
Curate Districts, Don't Just Fill Slots
- Location choice depends on curated district personality, not just neighborhood demographics.
- F&B, culture and workplaces shape where customers want to spend time and money.