San Francisco Re:stor(ed)

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Open in downtown San Francisco since August, Re:store is a 4,200 sq ft, three-floor store dedicated to making the modus operandi of Instagram an immersive physical reality. That, or a version of it, is the thinking behind what some have described as a possible future for retail.

In truth, this is about giving digitally native and, for the most part, small brands, a physical shout. And almost all of the 70 brands that have been selected for initial floorspace are described as ‘partners’, meaning that Re:Store does not own the stock and the brands will pay to be in the store.

The interior of the store is a candy pink affair, washed by white light and the sheer size of the enterprise means that it will get noticed. There are, apparently, 200 brands on a waiting list seeking representation in this store and with names such as Boy Smells, Dirty Lemon (expensive drinks) and Gravity Blanket, making themselves heard in the branded din when they do get there could be a challenge.