“Hey, what’s up? Welcome to the pier.” Enter into a Hollister clothing store and you are no longer in Vienna, London or Paris. You’re at the beach. Or, in a club. It’s evening. The Hollister shops are a brand world, created down to the smallest detail to give a casual surfer feeling. It starts outside the shop entrance, where a tin roof and wooden porch look just like a beach hut. And then it continues inside with loud music and low lighting, the fragrance of freedom – a perfume chosen according to season. Hollister is a mixture of relaxed holiday mood and crazy party night at any time of day.
Just like the Apple stores are always sleek and modern. Styled from top to bottom. Without frippery, without screaming consumerism, very sterile. And yet, everyone feels comfortable inside. Because there are long wooden tables with devices that can be tested, eight trees naturally placed, whilst daylight fills the store with bright moments as it comes through the large glass front.
Money is very helpful when creating brand worlds.
But creativity is more important.