Retail is in flux. What used to be about product is now about presence—how a brand feels, what it invites you to do, where it takes you. From cafés inside flagships to museum-like displays that capture your gaze, physical retail is becoming more layered, more sensory, and more architectural. We caught up with Sheena Solano, our Director of Hospitality and Retail, to unpack what’s shifting, what’s sticking, and what’s next.

Is brand loyalty still enough? What’s driving long-term evolution in retail today?

What’s driving long-term change in retail is a shift in expectations. We want things faster, more personalized, and more meaningful. Stores are no longer just places to shop; they’re becoming immersive lifestyle spaces that blend hospitality, leisure, and culture. Some brands are leaning into heritage, others are reinventing—but the ones that resonate are evolving without losing their core. Today, it’s less about the transaction (though of course the transaction still matters) and more about the experience.

In a digital-first world, what keeps us coming back to the store?

We are human—and we experience the world through our senses. Seeing, touching, and moving through a space creates a level of connection that digital options can’t replicate. The best stores offer a kind of escape, whether it’s dining at Tiffany & Co., browsing Louis Vuitton’s café, or anticipating Dior’s upcoming spa on Fifth Avenue. These physical stores engage our human senses, and we build a real connection to the brand—that’s what keeps us coming back. Brand architecture is more pronounced than in the past.

Flagships. Pop-ups. Third-party takeovers. How are brands showing up in space today?

Permanence in retail today means creating spaces that leave an imprint—whether through ownership, design, or cultural relevance. Some brands are cementing their presence with major real estate moves, like Prada’s dual-building purchase in New York or Louis Vuitton’s expansive new flagship in Beverly Hills. Others are taking a different route, using short-term formats like Moncler’s Genius City in Shanghai to create high-impact, time-limited experiences. Fifth Avenue Blooms stepped out of the storefront and took over blocks in the city with interactive, botanical displays that immersed the urban environment in color and texture. Either way, it’s about building something people remember—spaces that hold attention, not just inventory.

Beyond the buzzwords—what does real sustainability look like in retail?

Sustainability is not just a buzzword—it is smart, thoughtful design from the ground up. In retail, it is about the whole lifecycle of stores: reusing materials, cutting down waste during the demolition phase, and considering space renewal in lieu of a full remodel. When it comes to sustainability, everything matters in identifying solutions that yield layered benefits. For example, sourcing local materials lowers the carbon footprint and supports local community businesses. When it is done right, sustainability feels effortless, but it is doing a lot more than meets the eye. Design that incorporates intentional solutions for environmental concerns results in not just a more sustainable outcome, but a lasting benefit now and in the future.

Place matters. How is geography shaping what retail becomes?

Geography shapes how retail is experienced. Every place carries its own culture, pace, and expectations, and the most resonant brands respond accordingly. Whether it’s showcasing Japanese craftsmanship in Ginza, integrating local art and technology into global flagships, or maintaining the tradition of a place like Galleria Vittorio Emanuele II in Milan, thoughtful localization turns a store into something meaningful. When established crafts of a place transcend in quality and story, they preserve uniquely cultural elements—Italian leather making, for example. Successful brands design with context in mind; they don’t just show up—they belong.