Retail Refugees

True insider experience at Heathrow T5
August 20, 2009, 5:28 pm
Filed under: Market Info | Tags: , , , ,

Philosopher and writer Alain de Botton will be embarking on a one week experiment in “experiences…”  What does that mean?  Well, he will be living in the Heathrow Airport Terminal 5 observing, living, experiencing, and consuming all facets of life that exist there.  To complete the experience, he will write his memoirs for the week and give away 10,000 copies of his book!

We have seen a somewhat simiarl iteration of this type of experiment with IKEA where they invited some people to live in their stores for a night.  This is a really great way to truly understand the personality and “flow” of a place be it airport terminal, IKEA, or any other department store or shop.  Though for most parties involved, this is purely a promotional exercise, but I think as brand experience gurus and practicioners, we can learn a lot from this.

I really love what de Botton says about the romance involved in the departure boards… so true!


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