IRL: IN REAL LIFE LAUNCHES IN PARTNERSHIP WITH GGP TO BRING ONLINE BRANDS OFFLINE

SEASON: OPENED SUMMER 2017

An immersive shopping experience that fosters the human connection between customers and brands in today’s digital age within a truly omni-channel storefront

Goal: With the changing face of retail, TLG partnered with GGP to launch a revolving store concept that helps introduce e-commerce brands to consumers in an offline, physical setting while enabling brands to learn about their consumers and see if a new location is viable for the longer term. In addition, mall operator GGP has the power to learn which brands have potential for long-term tenancies.

Lionesque: TLG fully developed the program and space from the ground up including creating all branded aspects of the store, curation of brands, development of monthly membership program, design and production of the space, operational management, and on-going marketing & in-store event strategies.

Results: A total of 15 e-commerce brands were showcased in the first chapter of IRL, with 80% viable for long-term tenancy. The innovative concept drew attention from local and national media including articles in Chicago Tribune, Glossy, WWD, Design: Retail, among others and garnered 11.3 million impressions. See more at www.irlife.co

BEHIND THE SCENES OF OUR RETAIL STORE TRANSFORMATION

In partnership with GGP, The Lionesque Group created and launched IRL (in real life) at Water Tower Place, a revolving store concept that helped introduce e-commerce brands to consumers in an offline, physical setting.

TLG fully developed the brand and space from the ground up including the creation of all branded aspects of the store, curation of brands, store and website design as well as production of the store.

To deliver an inviting atmosphere, the moldings and walls were transformed from a stark black and white to a warm palette. Inspirational and aspirational vignettes were created throughout the home chapter so shoppers could experience the brands’ products in context. Engaging experiential displays were incorporated to educate customers about the IRL brand and concept.