Lost in (Third) Space
How Brands Are Cultivating Creativity & Connection For Consumers Through Communal Spaces
As working remotely (individually and quickly) has become the norm, there’s become a need for building in-person community and connection, and a place to intersect the two — a third space. This concept has grown beyond one location for people to socialize outside of their workplace or home, it has transformed into pop-up activations, book clubs, intimate events and, ultimately, has become a marketing tactic that many brands utilize to not only inspire their communities and promote creativity, but also drive sales.
Here are a few brands who are creating memorable meet-ups for their audience:
Luxury Meets Literature | Miu Miu
Miu Miu is known for their eclectic and cool high-fashion collections and they’ve transferred this approach to their own unique third space ideas through collaborations with artists, themed pop-up stores and their Literary Club. The goal of their Literary Club is to further educational and historical discussions surrounding womanhood. Through collaborations with performers and artists, they gather women from different backgrounds to connect through shared experiences – beyond the world of clothing.
Brand Benefits:
Creates connection between luxury and literature • encourages their consumers to connect with each other on shared interests • promotes continued growth of their female audience • weaves brand consistency through their unique clothing and event ideas • encourages thoughtful discussions with their community
Community Through Coffee | Ralph Lauren
For years, Ralph Lauren has been known for providing a place for their consumers to comfortably shop their luxury clothing, and now, they’ve created Ralph’s Coffee for them to feel even more at home. Guests can grab their favorite beverage or treat as they rest from perusing, and they can even shop from a selection of RC merchandise designed with their famous green color palette and classic typography.
Brand Benefits:
Creates connection between coffee and clothing • provides a space for consumers to relax and prolong their stay in the store • drives food and beverage • merchandise and clothing sales • creates brand recognition through merchandise that reflects brand colors and typography
The Road To Brand Recognition | Rhode
Rhode is on the road to becoming a brand that is known for more than just their luxury lip and skincare products. When Rhode drops a new product, they create an interactive activation around it, popping up in locations around the U.S., from New York to Los Angeles. They promoted their Peptide Lip Shape with an in-person activation in LA that gave their consumers the opportunity to shop their collections IRL and take home Rhode-branded products. They created hometown ties by supporting their LA community during the wildfires, donating a portion of their sales to the relief effort and pledging to support the moms, caregivers and families who were affected. As a female-owned and led business, Rhode creates a community for women to bond beyond their shared love for skincare.
Brand Benefits:
Creates social media buzz and excitement • drives sales by promoting important causes • encourages their female community to engage with each other • creates brand recognition through branded products • makes products accessible through traveling pop-ups
Third space experiences have become a brand’s best friend, benefiting both the business and its consumers. With creativity, connection and community at the heart, brands are able to drive their marketing efforts in more out-of-the-box and brand-aligned ways than ever before.