Let me tell you a secret: retail was never just about selling stuff.

I’ve worked in shops since I was a teenager, from fashion and skincare to running my own concept store, Wild & Wonderful. Later, I spent 8 years as marketing manager for Malmö Citysamverkan, supporting over 400 stores, cafés and local entrepreneurs. My job was to get people into town. To create moments worth showing up for.

And even back in 2012, before we talked about “retail apocalypse” or “store as experience,” I knew one thing for sure: experiences were the future.

The problem? Most of the ones trying to innovate were too early.

We saw cafés inside clothing stores, workshops inside furniture boutiques, live DJs and popup art galleries. But the foot traffic didn’t always follow. Because while the idea was right, something was missing: a strong brand and an even stronger community.

Without that, a store becomes a gimmick. With it, a store becomes a destination.

Which brings me to now.

To brands like CAIA Cosmetics, STRONGER or LYKO . All born online. All masters of community-building before construction. And now? All opening physical spaces, but not as traditional stores.

They’re opening clubhouses. Brand homes. Places where you don’t just shop, you want to hang out there, you want to belong.

This isn’t about return racks and changing rooms anymore. It’s coffee bars, photo booths, curated playlists, and IRL events. It’s the feeling of walking into a space that mirrors your Insta or Tiktok feed, your values, your identity. It’s community-led commerce, and it’s changing the game.

The new formula?

Content captures. Community keeps. IRL deepens.

And if you're a founder, a marketer, a city planner, or even just someone dreaming of opening a space, here’s what I’d say:

Don’t start with the location. Start with the who and the why. Start with the world you want people to step into.

Here’s an example:

I think it was around 2013 that we opened up a pop-up restaurant in Malmö City. It was called "Dinner with friends". We took over an empty storefront and had to somehow gather all the things we would need to fill it with. Tables, chairs, kitchen equipment, cutlery, lights - everything.

Luckily the shops and brands in the city were keen to help, I remember we had Marimekko plates that were gorgeous. It was only supposed to be open for a week, and famous chefs would alternate each night. There was an extremely limited amount of seats each night for 7 days - and the tickets sold out fast.

The fun thing about it was that the guests had no idea what they were walking into. Each night had a different theme. While the chefs were preparing the food, a live scriber drew beautiful illustrations of what the guests were being served.

It's one of those experiences I'll never forget. Working around the clock to create something crazy and fun, and then getting to see the guests faces when they walked in.. priceless.

I think that’s why I’ve always kept working with events, I just love creating experiences. That’s also why a whole branch of our business at Brandfixers is Event Branding. We do everything from galas to thought leader dinners. Whatever it is that your brand needs.

Don’t start with the location. Start with the who and the why. Start with the world you want people to step into.

So when you're thinking of taking your brand and introducing it to the physical world: Nail your message, your visuals, your voice. Build your digital tribe. Then invite them in.

Retail isn’t dying. It’s evolving. And the shopping street? It might just become the most interesting stage for brands to play on again, as long as they know what they stand for and who they’re speaking to.

Here's the blueprint:

→ Make them feel something online. → Give them something to talk about offline. → Create a space where the two can meet.

/Mira, founder of Brandfixers