Why is Gen Z ditching the ‘Add to Cart’ for curated in-store experiences?

As the allure of the conventional store slowly fades away, the modern concept store is rejigging not just what you buy but how you buy

Before 'Get Ready With Me' videos on Instagram and the depiction of the characters’ fashionable wardrobes in the recent Amazon Prime show Call Me Bae (2024), there was Rebecca Bloomwood of Confessions of a Shopaholic (2009)—the original millennial shopaholic. Predating the instant gratification of 'add to cart,' shopping meant a tactile experience—walking into a store, seduced by the scent of newness, and feeling the thrill of your fingers brushing against shiny objects. 

As Bloomwood put it, “A store always smells good, a store awakens a lust for things you never even knew you needed and when your fingers clasp those shiny new bags…Oh yes! Oh yes!”

Cut to 2024—15 years later—a pleasing ambient scent and attractive packaging no longer cuts the mustard. In the era of convenience, flash sales and ‘add to cart’ online shopping dominate how most of us consume. On the rare occasion we choose to step into a physical store, it better be worth our while. Here’s where the new-age retail concept store comes in—a space driven by alternative offerings, with community-building at its core. Heralded by industry insiders who have closely studied the market over the years, these multi-brand concept stores are aiming to challenge traditional brick-and mortar retail spaces by offering experiences that go beyond just purchasing a great product. 

The craft of curation 

In an age where every Instagram feed is meticulously curated, even the choice of salt-and-pepper shakers in a photograph reflects a carefully considered, visually pleasing design. Located in a leafy lane in Bengaluru’s Ulsoor neighbourhood is General Items—a retail concept design store and occasional gallery aptly christened after the school provision store that existed for decades in its place. Co-founders Malini Malik and Spandana Gopal (also founder of Bengaluru- and London-based design studio Tiipoi) have spent over a decade working in art and product development; General Items materialised from their marriage of shared experiences. Under this roof, a carefully curated selection of designers, authors, brands, and publications share a common thread: a commitment to quality materials, craftsmanship, and provenance.

Against the industrial edifice of the store one finds workwear jackets designed exclusively by Lovebirds beside an incense holder by Claymen—an interesting medley of artists whose work spans mediums. The store operates through a showcase model, refreshing its selection every four months, explains Malik, “Each edit comprises pieces that are backed by similar design values. When we launched the store we realised that the idea of luxury was skewed towards ornate and gold-plated products. Why can't luxury be synonymous with minimal, functional products as well? Whatever we sell has a use case, it's not just meant to be stored in a cupboard.”

Meanwhile, in Mumbai, Two Extra Lives—a multi-design concept store started by former fashion stylist Anchal Notani—is bringing a combination of avant-garde curated fashion and hand-picked vintage finds to new-age consumers. Located in the heart of Pali Village in Bandra, one comes across a motley range—a summer blouse upcycled from a Portuguese table cloth, 3D-printed earrings, and a gossamer floral dress made out of materials like wool and horsehair. This selection of independent designers lies in their commitment to ethical processes and sustainable elements. Notani plans trips to designers’ workshops to understand how their brands approach genuine sustainability,  collaborating with them to create one-of-a-kind pieces that cater to nuanced sensibilities and are otherwise hard to come by in the Indian market.

“I often bring back pieces that aren't for sale but are true collector items. They have incredible stories behind them and are displayed to be admired. Case in point: a leather belt created 1,500 years ago by members of a Native American tribe. On a visit to Wiesbaden in Germany, I chanced upon a tiny boutique owned by an 80-year-old lady chock-full of vintage items. An airhostess for most of her life, she had collected curios from around the world but was unwilling to part with them. After having an intimate chat with her and explaining my vision for the store, she passed some of her pieces on to me on the condition that I preserve them as the next custodian,” shares Notani. 

Through word-of-mouth and organic social media growth, Two Extra Lives has slowly built a diverse fan following.  To make each product more accessible, to ensure it is worn and enjoyed by multiple wearers, thus lending it a longer shelf life, Notani offers them to not only be purchased but also rented. Sanna Balsari Palsule, a psychologist who recently rented an outfit from the store for a Comme Des Garçons-themed party, notes, “ Over the years, I’ve become more selective and conscious about where I shop from, looking for classic pieces that stand the test of time, or unique shapes and silhouettes, and I visit Two Extra Lives often. With physical excursions to shops being rare , visiting this store is an anomaly—a space with interesting objects sandwiched between the garments, where the curation feels intentional.”.

This focus to make homegrown design available is what led to the creation of Pop Lune, a novel pop-up space nestled in in the bylanes of Chimbai Village in Bandra. Started by Sreesha Shetty, a few steps from her jewellery brand Shop Lune, the space offers a keen insight into consumer habits. Recognising the demand for more in-person access to emerging designers, Shetty launched the collaborative space where shoppers can discover brands that are often available only online. “Our objective is to have fun, to offer an experience where people can discern the difference between a large corporate entity and something imbued with soul. Today, mindful consumers gravitate towards farmers' markets, prefer local specialty coffee and seek out indie brands—there’s a universal need for this authenticity.”

Everyone loves a good story (telling)

But what if you could learn about the climate crisis while enjoying a live DJ set? Fortifying their core vision of encouraging more conscious consumption, Notani at Two Extra Lives has introduced ‘Info-disco’, an event that blends music with education. Music producers and sound engineers play live sets while imagery and documentaries pertaining to the topic are projected onto the walls. 

For the younger consumer, a brand’s narrative is an important factor in their decision to invest in a product from that brand or store. They’re not only looking at shared values but also signs of social impact. At the same time, they want  aspirational spaces that don’t  feel overtly intimidating to engage with while having a pulse on the market. Malik and Gopal are cognisant of this: “ I could be studying  sales reports in my office behind a laptop but that's never going to let me get to know my customer.

As founders, we ensure we’re on the storefloor often, lending a personalised experience to each consumer via a walkthrough, giving them the backstory of the pieces, educating them on a designer’s ideology. We have a lot of college students who come here to seek inspiration, and we want to court the younger lot who are aspiring to build their own collections. It's often daunting to explore design against the serious backdrop of a shop; here we break the ice, questions are encouraged, and there are no ‘don't touch’ stickers on anything.”

The rise of immersive retail-store experiences 

Constantly seeking novel experiences, today’s consumer is fatigued by the formulaic combination of movie nights and bar hopping. To break through this monotony and offer a more meaningful way to engage  with store spaces, immersive experiences have become crucial to community-building and drawing in new customers .This has been a cornerstone of General Items’ business model since its early days. Their ‘Meet the Maker’ series comprises monthly workshops allowing consumers to meet the artists, understand their journeys, and experience live demonstrations of how they create, thereby bridging the gap between buyer and creator.

Similarly, Pop Lune organises private archive sales, music sessions, and book clubs too. At Two Extra Lives, Notani wanted to translate her novelty in curation to experiences as well.  “On one of my visits to Rajasthan, I crashed a local wedding;  the entertainment that evening was by Rais Khan, a folk-fusion artist I discovered for the first time. There were bidis and chai being floated around among guests. I was mesmerised by the setting and music and I wanted to bring this to Mumbai,” she shares. Inspired by her grandmother’s satsang evenings that she witnessed growing up, Notani decorated the store with drapes and lighting that transported guests into a dune-like atmosphere, with pagadi and mehendi artists offering services, and Khan performing front and centre. Notani endeavours to host many more such evenings, adding, “ We’re so consumed by the idea of what's ‘cool’ on the internet that we aren't exploring  varied experiences. Through this retail space, I want to bridge that cultural gap, so it isn’t just about consumerism but an opportunity for everyone to ground themselves and be real.” 

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