Never Design a Store. Design a Memory.

The lasting imprint that makes a store unforgettable.

For more than two decades, I have walked through stores across the world, from flagships in New York and Tokyo to pop‑ups in Paris and laneways in Melbourne and Sydney. One thing that has always stood out was this, so many retailers are still designing stores. The best however are designing memories.

That distinction is everything. Physical retail has not been able to compete for some time when it comes to speed and convenience, especially when AI can predict what we want before we even type it into a search bar. Those battles have already long been won by digital. The competitive advantage and things physical retail can still win, and must win, is human connection in the moment, the spark that logic can never create, and the lasting emotional imprint that endures long after the doors close.

If you know me you will have heard me say many times over that customers do not decide with spreadsheets. They decide with goosebumps, with curiosity, with the quiet thrill of belonging. Logic always comes later, if it comes at all. That's how humans have always worked and that's not changing now. Therefore it's simple, if we ignore this truth, your store becomes just another box with shelves. Focus on it, and you’ll create something unforgettable.

Why Memory Matters More Than Square Metres

Nobody ever drives across the city, finds parking, and walks into your store in the hope you’ve added another rack of stock. Especially when they can already browse your entire range online. They come into your store for something else entirely: the spark of surprise and delight, a sense of belonging and a lasting emotional imprint worth carrying.

“The question isn’t how much space you have, it’s whether people will remember being there.” 

Still don't believe me? Here's some data to back this up. A global sensory study showed that when retailers activated all five senses in‑store, sales increased by 10%, dwell time grew by nearly six minutes, and average basket value grew by 6%. Customers didn’t just shop; they stayed, engaged, and in turn bought more.

Why? Because memory lives anywhere emotion is triggered. Research shows scent, in particular, is one of the most powerful anchors. Something often missed from in store strategies. In a Nike experiment, shoppers were 84% more likely to buy shoes in a scented store than in an unscented one. Smell bypasses logic and speaks directly to memory and emotion. This is also something they aim for within the footwear also. Don't tell me you haven't smelt new shoes. Sneakerheads live for this smell.

Let me tell you what happens every time a customer steps into a physical environment. They move through what I call the Behaviour Wheel. They interpret what they see and sense (thoughts), those interpretations spark an emotional charge (feelings) good or bad, and those feelings drive their choices (behaviours).

At the centre sit their core beliefs which every human being has. This is how they see themselves, what they believe about others, and the futures they aspire to. Miss the centre, and the wheel stalls. Meet it, and you create momentum that carries into memory, conversation, and a very high chance of repeat visits.

At IGU Global, we decode these beliefs through our framework, R.I.C.E. It explains the four emotional drivers behind why people act in‑store. Every pause, every product touched, every decision made maps back to one or more of these motivators. I can't share the work involved but you can reach out for free to understand more.

The Human Blueprint in Action

Designing for memory has nothing to do with gimmicks or Instagrammable corners. It is about working in harmony with the way people actually think, feel, and decide. That’s why we use the S.U.P.E.R. approach at IGU Global, to ensure physical retail environments don’t just operate, but absolutely resonate. It's been used for years.

You can see this philosophy at work in the world’s most impactful stores and activations. It was anchored to all the work I did with brands activating in Westfield during my time there.

When Jacquemus transformed a corner of Selfridges into a monochrome, bath‑themed dreamscape, they weren’t just selling clothes. They were creating surprises. That “Oh I didn't expect to see that, but that totally makes sense to me, They laughed, posed, and shared. That moment of unexpected delight became a neural anchor, cleverly tying joy directly to the brand.

“Surprise is a memory anchor. It can be the difference between a store that is visited and a store that is talked about.” — Nick Gray

One of the things I loved during my time at Nike was when Nike Live opened its neighbourhood‑focused concept stores in Shanghai and Beijing, it completely broke the formula of global uniformity. Stock was curated from local data, yoga sessions and events were hosted, and the environment felt hyper‑local. Customers left feeling, “This place was made for me.”

Still one of the best examples I can't forget was at Samsung 837 in New York, where the line between store and cultural hub disappeared. VR studios, recording booths, and interactive digital art turned shopping into absolute participation. Customers didn’t just browse; they immersed themselves, creating dopamine‑driven memories tied to curiosity, assisted discovery and exploration.

And this moment in London, Huda Beauty’s sci‑fi themed pop‑up proved the power of repeatability. With mirrored corridors, photogenic thrones, and seasonal refreshes, customers kept coming back, knowing they’d be surprised again. It wasn’t just an event anymore; it became a ritual.

The outcomes speak for themselves but it proves that those who invest in experience‑based retail see conversions multiply. At a Planet Blue x AGOLDE activation, a simple tie‑dye workshop drew over 150 participants and the store sold three times more jeans than a regular day. Engagement translated directly into sales.

Presence Over Efficiency

I would be bold enough to say that efficiency is the enemy of lasting emotional imprint. With AI and automation stripping away friction and delivering flawless speed, efficiency has become a basic requirement in retail. But speed alone does not move people. It does not inspire them and it does not make them remember you tomorrow.

“If your store is efficient but forgettable, you’ve already lost.”

Yes, AI can answer a question faster than any associate ever could. But what it cannot do is meet a customer’s eyes, sense hesitation, and quietly reassure them with the feeling they are needing. Algorithms can predict products, but they cannot create goosebumps, or pride, or the joy of being noticed.

And here’s the truth that many don't want to admit, emotionally loyal customers, the ones moved by presence and memory, spend 67% more per purchase than new customers. A lazy 5% increase in emotional loyalty can translate into 25–95% profit growth. The ROI of presence is undeniable.

Customers are no longer remembering the speed of a transaction, or delivery. What they will remember is their mood from being in your store. Perhaps music that energised them or the lighting that calmed them. The scent that lifted their spirits or that sales person who remembered their name. We always remember how we were made to feel. 

Presence, real, human presence is the only advantage physical retail has left. And believe me it's absolutely more than enough.

The Rallying Call

The stores we forget are unfortunately already gone, whether their doors are still open or not. The ones we remember, the ones that made us feel something, those will define the next chapter of retail.

“Never design a store. Design a memory.”

At IGU Global, we help brands craft experiences that are not just beautiful but unforgettable. Our work is grounded in frameworks honed over decades of being involved and doing them with some of the best, they are designed to decode the human realities of presence, emotion, and memory.

Because in the end, retail is not about filling a space. It is about filling a memory. And the brands that get this, the ones who focus and design for presence, emotion, and memory, will not only survive the AI age. They will become the ones we never forget.

By Nick Gray, IGU Global