The discussion of retail is on the agenda for most companies. We can call it ‘the death of retail’ or talk about its future, but one thing is certain: Retail is changing. 

Af Stefan Nilsson

People are talking about new technology such as virtual reality, augmented reality and improved mobile technology. People invest a lot in new technology but that is not the only answer. Samsung has opened a 43 million USD ‘pop-up’ that features its products, but does not have any for sale. In other words, retail is experimenting with how to attract customers.

New York is an important reference to innovation in retail. As a trendhunter, I go to New York for the design week in May. It is a week full of colour, American aesthetics and creative brands. Normally, people are talking about influences from strong fashion brands like Calvin Klein or commercial progress of colossal office producers like Herman Miller – but this year the talk of


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